ROME – The integration between virtual and traditional experiences in the purchasing process inaugurates the new Maserati commercial era. La casa del tridente launches the Oto Retail project, acronym for “from offline to online” (and vice versa), created in close collaboration with its dealerships and able to offer an innovative customer experience.
With this initiative, digital tools are added to support sales, keeping the role of dealers central and allowing customers to personalize their experience by deciding which activities to prefer physically in the brand’s showrooms and which digitally. “Maserati always places the customer at the center and continues its history of innovation and tradition, quality and exclusivity – said Bernard Loire, Maserati chief commercial officer – For this reason we have renewed our sales processes to arrive at an evolution of the customer journey. The brand wants to meet and exceed the expectations of customers, who today can take advantage of an omni channel experience. We believe that this type of offer, as well as the personalization of our cars through the Maserati Fuoriserie program, are the answers to the wishes of the new luxury consumer ”. On the other hand, the boundaries between the virtual shop and the physical point of sale become increasingly blurred, they merge, complement and integrate with each other and Maserati thus offers a new retail model that regardless of where the user is.
The digital approach goes beyond the confines of the screen and enters the stores more and more and if on the one hand virtual assistants offer increasingly complete online consultancy, on the other hand the physical sales space is extended and enriched with services. A newly conceived transformation that will gradually embrace the Maserati stores around the world which will feature these new contents starting next year with the showrooms in Milan and Shanghai.
In the field of customization, the Maserati Fuoriserie program, an integral part of the brand’s new retail concept, fully responds to the customization needs of consumers, allowing them to create the desired car according to their tastes. An Oto Retail pilot project was recently launched on the North American market allowing users to take advantage of a series of digital touch points such as, for example, “My Maserati Showroom” for online booking of their car, “My Maserati Expert” to ask for details or information, the “Remote Test Drive” or the “Multichannel Service Booking”. This gives you the opportunity to configure and book your Maserati online and then to conclude the transaction with your favorite dealer. (maurilio rigo)
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