Subaru

A 360° Approach to In-store Digital Marketing

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The Ask

Automotive showrooms aren't just about selling cars. They're about setting a distinctive tone for the brand and delivering information that will empower customers, both during the sales process and throughout all phases of the ownership cycle. A Subaru customer might be arriving at a retailer to buy a new Outback, but they may also be there to service their current Crosstrek or see what accessories are available for an upcoming adventure. Subaru wanted to deliver an immersive experience for their customers through an orchestrated suite of digital solutions that provides the right information in the right place to inform their purchase and service decisions.

Capabilities

Strategy • Digital Design & Development • Engineering • Production • Installation • Content Distribution • Data Management • Project Management • Customer Support
The Subaru Digital Showroom
The Subaru Digital Showroom tablet version

The Solution

DCI developed three dynamic digital experiences to support the unique customer needs in each of the primary dealership zones.

The Subaru Digital Showroom provides an interactive experience that allows customers to explore vehicle features through a digital kiosk, including 360° views and the ability to compare vehicles and options to find the perfect Subaru for their needs. A mobile version lets sales staff educate customers while walking the lot or around the dealership and stay up to date themselves about the latest models.

For service customers, the Service Media Center provides price transparency, the benefits of genuine Subaru service and timely promotions. In the customer lounge, Subaru TV delivers a curated mix of quality brand and entertainment content that aligns with Subaru's values and enhances the overall in-store experience.

The Impact

Nearly a half-million shoppers interact with the Subaru Digital Showroom annually. The majority of those sessions are with shoppers exploring vehicle features and comparing trim levels as they make their final decision on which vehicle they will purchase.

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