Tata Mo­tors & dig­i­tal show­rooms

VR and AR will change the au­to­mo­bile re­tail model in the com­ing years:

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Dig­i­tal­iza­tion is chang­ing the au­to­mo­bile re­tail land­scape in In­dia. Au­to­mo­bile com­pa­nies in In­dia are fo­cus­ing on us­ing in­tel­li­gent tech­nol­ogy to pro­vide ef­fec­tive ser­vices to cus­tomers. Au­to­mo­bile man­u­fac­tures like Re­nault, Hyundai and Honda have ac­cel­er­ated their sales rev­enue range from 10% to 20% of the to­tal from the dig­i­tal mode. Maruti Suzuki has re­ceived 8% of sales of its Ig­nis model from the dig­i­tal mode.

DIG­I­TAL SHOW­ROOMS

TML has added 200 out­lets in the last 2 years. The com­pany has 550 deal­er­ships in In­dia, and has plans to add 1500 in the next 3 years. It is now plan­ning to in­tro­duce dig­i­tal show­rooms in In­dia. Mayank Pa­reek, Pres­i­dent Pas­sen­ger Ve­hi­cles, Tata Mo­tors said: “Tata Mo­tors is do­ing is work­ing with aug­mented and vir­tual re­al­ity mak­ers so that we can show cus­tomers the en­tire car with­out ac­tu­ally show­ing the car. So, the fu­ture would be of as­set light show­rooms. We are plan­ning to reach a place where a cus­tomer nor­mally goes like malls, where you can pro­vide a VR ex­pe­ri­ence to the cus­tomers. We’ll bring the show­rooms to the cus­tomers and VR and AR will help. In­fact, if I close my eyes and look at 7-8 years down the line, well, the en­tire show­room can be on your phone.”

CUS­TOMER EX­PE­RI­ENCE & MAR­KET­ING

As per the JD power sur­vey, “The Tata mo­tors ranked 2 in the cus­tomer sat­is­fac­tion In­dex with 888 points.” Vivek Sri­vatsa, Head of Mar­ket­ing for Pas­sen­ger Cars at Tata Mo­tors speaks on the ex­per­i­men­tal mar­ket­ing and its im­por­tance: “We are us­ing ex­per­i­men­tal mar­ket­ing to reach our cus­tomers, peo­ple can ex­pe­ri­ence the prod­uct and de­cide for them­selves if they want to buy it. The ex­per­i­men­tal mar­ket­ing ap­proach started with the Ti­ago hatch­back that was launched in April last year and now sell­ing 7000 units per month. It gives con­fi­dence that the Nexon will hit the sweet spot in cus­tomers’ minds. The fact that com­pact SUVS are the fastest grow­ing seg­ment in the coun­try is yet an­other rea­son to feel op­ti­mistic.”

He fur­ther added: “We will be mainly fo­cus­ing on the dig­i­tal mar­ket­ing chan­nels like Face­book, Youtube and In­sta­gram to tar­get the young cus­tomers”

GLOBAL WHOLESALES

The Tata Mo­tors Group global wholesales in Au­gust 2017, in­clud­ing Jaguar Land Rover, was at 94,210 nos., higher by 9%, over Au­gust 2016. Global wholesales of all Tata Mo­tors’ com­mer­cial ve­hi­cles and Tata Dae­woo range in Au­gust 2017 was at 35,352 nos., higher by 17%, over Au­gust 2016. Global wholesales of all pas­sen­ger ve­hi­cles in Au­gust 2017 was at 58,858 nos., higher by 5%, com­pared to Au­gust 2016. The com­pany’s sales from ex­ports was at 3887 nos. in Septem­ber 2017, a de­cline of 27%, due to con­tin­ued drop in TIV in Sri Lanka (by 54%) and Nepal (by 47%).

(L-R) Mayank Pa­reek, Pres­i­dent Pas­sen­ger Ve­hi­cles and Guenter Butschek, CEO & MD at Tata Mo­tors stand­ing near Nexon SUV

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