Audi VR experience Development Challenges & Why VR will change the sales process
Audi City Goals » Stronger customer orientation » Experience every product » Merging real and digital » Brand presence in the city center
Audi City Berlin 375 m² total area 4 show cars instread of 1.500 m² instead of 12 cars Full fleged Eventlocation dealership meeting point for progressive people NC, UC, financial services, service, test drive …
Audi City Powerwall >3 Mio. possible configurations per car Benefits » Entire product portfolio available in 3D » Display of all possible configurations » Virtual presentation of Audi technology » Optimal combination of digital and analog technologies
Customer Private Lounge Sales in an exclusive atmosphere Benefits » Seperate room for the sales conversation » Equipped with a multi touch table, a screen and interactive material cards » Audi Code guarantees a seamless continuation of the sales conversation
Digital Modules for all Dealerships Next technology: Virtual Reality
Audi VR experience „Real“ & immersive visualization of the Audi product portfolio Benefits » Immersive presentation of the entire product portfolio in real size and 3D » Inexpensive and scalable » Custom Audi Design
Dealership setup Premium Individual VR base station experience » B&O Headphones for binaural audio & talk-through » Exclusive custom controller » Custom Audi Design base station
Interaction concept - challenges Target audience Very diverse (age, technology use, expectations, …) » » High standards Point of sale setting Users are not here for VR – provide a real benefit » Short sessions – no time for explanations » High stakes – reliably good experience for every user »
Interaction concept - solution User exprience goal: Highly interactive with minimal learning time » Explorative Interactions can be discovered by the user » Natural Mimick natural interactions to reduce learning effect Simple One button controller – there’s never a wrong buttton » Flexibility: Two interaction methods available » Guided Customer is shown around by the salesperson via an iPad app » User driven Customer navigates & interacts on their own using the custom controller
High Performance Rendering Requirements 90fps, <25ms latency, high visual quality and use of available 150% models Solution » 4k sub-sampling for improved anti-aliasing » Proprietary SW-development » Specific SLI-mode
The 3D model 150% model including all options for all markets: 5M+ polygons Benefits » One model for POS, Online, Mobile, Print » Ongoing lifecylce (2 updates p.a.) » Product correctness -35 weeks -20 weeks -40 weeks -25 weeks End Of Secrecy specification collection VR preparation approval delivery release
Evaluation in Brazil Key facts » Started in December 2014 » 4 dealers equipped with an evaluation setup » 15 trained dealers
Evaluation in Brazil – feedback Promising Altough we showed only a developement version, the feedback was very positive „ Wow, I‘m sitting inside the car, it feels so real “ ease of use „ Very impressive “ learnability „ Congratulations, very well done! “ satisfaction „ Maybe it can drive in the future “ „ That is Vorsprung “ usefulness very poor poor ok good excellent
VR - Impact to the sales process VR will reach the customer at it‘s… Heart Head & ► Special, exclusive and personal experience ► Show what is not at available on site ► Active, emotional experience of the product instead ► Enable an active customization process of an abstract presentation ► Provide a realistic impression (scale, 3D,...) ► Create a strong emotional bond between customer, ► Accelerate decision & purchase process product and brand Facilitate high involvement purchases Highly emotional and personal experience … and connect him with the product / brand very intensivly.
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