Jaguar personalises in-store customer experience with virtual

IBM provides a new virtual experience solution giving prospective luxury car customers the ability to configure options and then experience them in a sensory way

JLR virtual experience
JLR virtual experience

Jaguar Land Rover has launched a new virtual reality solution for its dealerships in a bid to unite the digital and physical customer experience of purchasing a luxury car.

Launched in partnership with IBM, the Jaguar Land Rover (JLR) virtual experience gives prospective customers the ability to configure and then experience their own Jaguar or Land Rover model using sensory-based technology.

According to IBM, one of the big challenges for a luxury car brand is that customers expect to be able to personalise both interior and exterior features. Yet with limited physical space, no car dealership can showcase the complete range of options available.

While website portals are one way of tackling the issue, they still provide limited ability when it comes to experiencing the products, IBM Global Solution Centre leader for the automotive industry, Naghmana Majed, told CMO. In addition, in growth markets, there isn’t a lot of understanding around products, she said.

IBM said the JLR virtual experience was inspired by consumer retailing and social media.

Based around a 4 metre by 2 metre screen, the experience incorporates IBM analytics and Smarter Commerce Intelligence Commerce Experience technology as well as smarts from UK gaming company, Eutechnyx, and JLR. A consumer controls what they see and hear through an iPad and Microsoft Kinect sensory technology, and can choose the model, make, colour and features of a car. The experience also allows consumers to get into the car to check out interior features with a 360-degree view, and to make real-time changes.

The JLR experience is based on CAD data from the car manufacturer and also includes information icons, allowing consumers to tap and read information about specific features of the car.

Six Jaguar/Land Rover dealerships are trialling the virtual experience globally and are six months into a one-year pilot.

An accompanying application records all user interaction data, which retailers can then run analytics on via the cloud to better understand what customers are looking for and how they engage with the cars. Majed said IBM can create a car ‘heat map’ showing if more people are interested in configuring interiors, for example, or are comparing models.

The data could have two core uses, IBM said. One, to provide analytics on customer history and user experience; and two, to provide dealers and sales staff with consumer intelligence to help define their next marketing campaign or call to action.

Majed said it also helps unite dealerships with the otherwise digital-led consumer purchasing process. Consumers looking at various configurations online can generate a QR code, which they can take into a participating dealership to trial using the virtual experience.

Jaguar Land Rover CIO, Jeremy Vincent, said IBM assisted with building the technical solution as well as worked with teams on how the technology could change the way it interacts with consumers. The initiative brought together almost every function across the JLR business including marketing, product design, finance and dealer operations.

“IBM helped us to not only build a technical solution, but more importantly transform the whole culture and mindset of our business towards a more digitally informed and oriented model,” he said.

While the solution and customer dashboard for Jaguar Land Rover was bespoke, Majed said IBM can build similar solutions for other retailers or manufacturers that produce complex products that offer an array of configurations. These could include aircraft and ships.

The solution can also be integrated with third-party marketing technology platforms.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

I enjoyed reading your article. It all starts from creating a persona of your ideal customer. Once you understand the needs then you can ...

Ardie Cash

4 skills needed for a marketer to sit on boards

Read more

A very prestigious list. Cant wait to see who ends up in this years list. Cheers!!

Diganto

CMO50 2018 is now open for submissions

Read more

Hi, where can I read about the results of the recent Salesforce Digital Advertising 2020 report? I would very much like to look at the an...

Milla Cross

Salesforce chief strategy officer: Why it’s a transformative time for customer service

Read more

I have had that scenario with the mail happen so many times! I never thought anything of it, maybe because I have become desensitized. I ...

Diana Da Silva

Data has the power to build or burn brands - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in