Cadillac is expanding “Cadillac Live,” a digital shopping program launched this past spring in Canada, to the United States.
The General Motors luxury division will run digital advertising from Isobar in five U.S. markets to promote the program, says Melissa Grady, Cadillac CMO. Isobar handled marketing for the program in Canada, she adds.
The program, which has been well received by both customers and dealers in Canada, aims to make vehicle shopping easier for busy luxury consumers, Grady tells Marketing Daily.
Cadillac is piloting the program in California, Illinois, New Jersey, New York and Texas through the second quarter of 2020, she says.
“And then we will look at rolling it out nationally,” Grady
says.”Those markets were chosen because they are really the highest volume markets that we have, and our biggest conquest markets. So it’s a really good footprint to be able to really
understand how it works.”
Consumers in other states can access the program, but the dealer connection interface is only available in the five states of the pilot.
Data from Google shows twice as many car buyers start their research online versus at the dealership, and most shoppers believe it is important for brands to provide expert advice about their products and services.Seventy-one percent of customers report switching to a competitor’s product after finding their selection process easier.
“Cadillac Live” offers consumers access to a digital showroom through mobile or desktop devices and gives them the opportunity to learn more about the division’s vehicle lineup and also speak with a product specialist, who can answer vehicle and purchase-consideration questions. Cadillac converted a 10,000-square-foot Toronto film studio into the showroom where the agents take calls.
“[Customers] will be able to really immersively experience the vehicle without having to go to the dealership,” Grady says. “They can get that experience and answer a lot of their questions.”
The agents are equipped with an iPhone X, Osmo Mobile gimbal and Bluetooth headset, providing two-way audio and one-way live video. Shoppers can hear and see the agent, while the agent can hear -- but not see -- the shopper.
The agents are also equipped with a digital interface to share color, wheel and accessory choices. Sessions are available on-demand or can be scheduled for a future date up to five weeks out. Shoppers also can invite a partner to join a session.
The digital showroom drives more potential sales opportunities to dealerships, Grady says. Once a session is complete, customers are offered the choice to connect with a local dealer and dealers are sent the lead. Dealers now have a digital showplace and a physical showplace, allowing them to move more customers.
Four to eight agents will be available during program hours -- Monday-Thursday, from 9 a.m.-1 a.m. ET; Friday, from 9 a.m.-9 p.m. ET; and Saturday and Sunday, from 11 a.m.-7 p.m. ET.