Cox Automotive Digital Retailing Solutions
Multi Image Group (MIG) built an interactive exhibit that was part of the Cox Automotive Village at the 2019 National Automobile Dealers Association (NADA) Expo. The expo took place at the Moscone Convention Center in San Francisco, California from January 25-27, 2019. The purpose of the interactive exhibit was to demonstrate the various ways that consumers begin their automotive shopping journey online, and then how the process smoothly transitions over to the dealer receiving that information, so that they can formulate the best deal possible.
Attendees learned how Cox Automotive Digital Retailing Solutions capture various automotive consumer behaviors. MIG crafted a custom solution to showcase their latest product technology, which is transforming the digital retail auto industry. The interactive exhibit was built out into four different LED tunnels. Each tunnel showcased a specific stage in the buyer’s journey. The last two tunnels also incorporated the experience from the dealer’s perspective. Each tunnel aligned with Cox Automotive’s Digital Retailing Solutions, which simplify the car buying process at every stage of the customer journey. Booth attendees were introduced to various personas of potential online shoppers. These personas were developed by MIG’s content team with storyboards, wireframes, animations, and videos formatted for the LED tunnels.
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.
Behind the Scenes at MIG
The structure and design of the tunnels were made possible by MIG’s Modular Exposition Team, which specializes in exhibits and tradeshows of all shapes and sizes. Digital scenic for this exhibit included 3.9mm LED screens inside the tunnels and interactives iPads stationed outside of each tunnel to keep attendees guided in the experience. The modular systems were put together at MIG’s very own warehouse in Boca Raton, Florida. In addition, all of the interactive video content was filmed at MIG’s Creative Production Studios.
All along the way, the client was included in the process of content development and in building the actual structures. MIG’s commitment to building strong and lasting relationships with our clients is key to our business. The end result of this project was a team effort by which MIG partnered with several brands at Cox Automotive. The MIG team went above and beyond in making sure all expectations were being met along the way, in order to ensure 100% client satisfaction.