Automotive Retail: The Store of Future

A smart application embedded in any hand-held computer can function as a virtual showroom, where prospective customers can visualize the desired model, try out the augmented edition, and see if the requirements and features match their preferences.

FREMONT, CA: New generation consumers notice a significant difference in the brand experience they have on the company’s website and apps versus the actual experience they have when they visit the dealership. Leading global players have recognized these challenges and the pulse of new age, digital, and millennial consumers. These findings drive the automotive industry to invest in omnichannel consumer touchpoints, including Augmented Reality (AR) and Artificial Intelligence (AI).

Future car showrooms will not have physical inventory but instead will be packed with virtual vehicles that customers can explore and customize in real-time. Customers will be able to browse an array of digital items as part of a cutting-edge purchase experience provided by dealerships and stores. A smart application embedded in any hand-held computer can function as a virtual showroom, where prospective customers can visualize the desired model, try out the augmented edition, and see if the requirements and features match their preferences.

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This may seem implausible, particularly in a developing market like India, but it is already being implemented by a few forward-thinking Original Equipment Manufacturers (OEMs) worldwide. A leading automaker recently opened the first AR dealerships, allowing customers to display cars using augmented reality technology. Potential buyers can view and communicate with a virtual car using a smartphone. They can change colors, scan the interiors, and learn more about the models by bringing photographs from catalogs, billboards, and commercials to life. A UK-based OEM also unveiled a prototype of an immersive car sales framework.

By allowing customers to display and interact with a full-scale virtual version of the vehicle, this project shows how augmented reality can revolutionize customers’ shopping experience. Customers can create their dream car with an intuitive touchscreen interface, and completed models are ‘swiped’ to a power wall, where full-scale digital images can be explored in a 360-degree digital world. Another leading luxury car OEM has packed hundreds of millions of vehicles into a single iconic showroom experience.

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