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Corona Crisis: FCA Launches Digital Showroom and Video Chat Consultation
To address the current sales limitations caused by the COVID-19 pandemic, the Italian-American automotive group Fiat-Chrysler has connected the showrooms of Alfa Romeo, Fiat, Jeep, Fiat Professional commercial vehicles, and Abarth dealers via the Google Hangouts Meet app. This allows customers to discover the new model range through video call and configure or order a vehicle with a sales advisor.
After Italy, the German market is now also supporting the introduction of this "remote contact" technology in retail. Interested customers can arrange a "visit" appointment by phone or email and then receive a link to directly connect via video call with a sales advisor. According to FCA, communication works with a PC, notebook, tablet, or smartphone with iOS or Android base software. The manufacturer sees this measure as only the first step towards an increasingly digitized customer contact and sales process.
“The current situation will trigger a digitalization boost. We are now working on all touchpoints with our customers,” believes Rebecca Reinermann, Director of Customer Experience & Commercial Training at FCA Germany AG.
The technology used by the Google Hangouts Meet app is an intuitive tool for online communication via video call, which, unlike the phone, allows viewing files and images on the conversation partner's screen. Sales consultants can thus configure a vehicle together with the customers, potentially create an offer, and propose specific financing options.
Additionally, the brands of FCA Germany are launching so-called Digital Showrooms online. Here, product managers present the most important features and equipment details of the best-selling models of the brands in detailed videos. For instance, Fiat presents most of its models in the Internet Showroom through videos. The focus is particularly on the new versions of the Fiat 500 and Fiat Panda with Mild-Hybrid technology.
What does this mean?
Fiat is also trying to turn necessity into a virtue and is accelerating the digitization of sales during the crisis in order to maintain at least a small part of the business. The entire consultation and sales process cannot be replaced this way. However, the low-threshold offer might attract a few customers who otherwise would not have entered the salesrooms. And that is the moment for good advisors. Insofar, perhaps an opportunity lies here in the crisis, away from the well-trodden sales paths following the motto "Customer comes to the dealership". Valentin Hein/Johannes Reichel
Translated automatically from German.
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