Cox Automotive Digital Retailing Solutions
Starting the Tunnel Experience
Attendees are ushered into the beginning of the 1st tunnel experience by booth staff and brand ambassadors. The brand ambassador helps the attendee pick a specific persona or customer journey to follow. The customer journeys are visualized on the screens inside the tunnel (which had the content controlled by interactive iPads). The screens showcase various Cox Automotive brands, including Dealertrack and Kelley Blue Book.
Inside the Product Demonstrations
In the tunnels, each potential customer is interested in searching for cars online. The customer is also using the internet to find additional automotive information, such as help trading in their car, getting car loans, or looking for promotional deals. After the customer works through the car deal online, the information is sent to a sales rep at a car dealership. The dealer receives the lead and can see all of the customer’s information in one place. Other visuals in the tunnels included numbers and statistics showing the value of the solution. According to Cox Automotive, “85% of customers are more likely to buy from a dealership that lets them start or complete nearly all of the vehicle purchase online.”
Showcasing the Value & Results
The next tunnel showcases how the dealer has greater visibility into the customer, which allows him to lock in deals faster for the dealership. In the last tunnel, the customer is extremely satisfied with the ease of the closing process. Rather than spending all day in the dealership negotiating, she essentially only has to come in for the signatures. Overall, the booth attendees are able to experience the same positive feeling that the customer has with the product.