Cadillac is taking online car-shopping down a new avenue, with the launch of the Cadillac Live digital showroom experience.
With the new service, online shoppers of 10 Cadillac models can interact in real time with a product specialist, who will walk the potential buyer around the vehicle as would the traditional sales agent in a physical dealership showroom.
“Luxury consumers are looking for a seamless, one-on-one shopping experience, whether online or in-person,” said Melissa Grady, Cadillac chief marketing officer. “Cadillac Live offers a high degree of personal service, with time-saving conveniences and extended hours, reflecting today’s evolving shopping habits and our customers’ expectations.”
The idea was born from statistics that show twice as many buyers today are starting their car-buying research online, and 71% of new-vehicle buyers ended up switching to competitors’ models when they found that selection process easier. However, most shoppers still want expert advice about the vehicles and company services and would much rather get that information from a real person than a chat-bot or info-popups.
With Cadillac Live, consumers can get their information live from a product specialist equipped with an iPhone X, Osmo Mobile gimbal (a pivoted support that keeps the camera steady) and a Bluetooth headset. They can also share colour, wheel and accessory choices through a digital interface
The consumer can hear and see the agent, but the agent can only hear the consumer.
Consumers can sign up for a live session on-demand or can set an appointment for a future time. They can also invite another user to join in a live session. Live agents are available 9 am to 1 am Eastern from Monday to Thursday, 9 am to 9 pm on Fridays, and 11 am to 7 pm on Saturdays and Sundays.
A pilot program in California, Illinois, New Jersey, New York and Texas will allow Cadillac Live users to connect with local dealers to test drive the vehicle they’ve chosen. Users outside those states can find their nearest dealerships through Cadillac.com.