Audi City Case Study Retail Transformation

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Audi Raises Unit Sales 70% With a Digital Showroom

Summary

Interactive technology gave customers a richer way to compare models, features and configurations.

Summary

Intro

Customers increasingly live and work in city centers. Audi’s goal was to bring showrooms to its customers. But how could something as big as a car dealership move into something as small as a boutique? Audi asked Publicis Sapient to help solve that challenge without compromising the buying experience customers already knew. Together, the teams created a new approach to automotive retail that could bring Audi closer to customers.

Shaping a new concept around digital buyers, Audi used technology to rethink what a physical retail space could offer.

The Problem

Our team was challenged to turn the problem of less space into a huge opportunity, without compromising the Audi experience buyers had come to know. The solution was Audi City.

The Solution

Using our customer-centric framework, we collaborated with Audi executives to empower digital buyers with a virtual buying experience, known as Audi City, that would enable customers to experience the full range of its 48,000 model variants in its growing product line.

The Impact

Using multi-touch tables, buyers effortlessly pick the options and color they like, then with a swoop of their hand, throw a life-size image of their Audi onto the showroom wall, which can be rotated and viewed from every angle. Enthusiasts can even peek under the hood and chassis to experience Audi engineering. Connections to backend systems, such as price and availability, enrich the customer-centric journey even more.

Audi City became the first digital, portable automobile showroom. With no real cars, but every option available, the transformative retail environment lets buyers experience every possible combination of the Audi portfolio like never before. An experience powered by seamless gesture control and one-to-one rendering of life size vehicles, combined with real-time pricing and availability, gives buyers a completely new, transformative approach to car buying.

" Audi City’s touchscreens and all-around interactivity make conventional car dealers seem so last century. "
— TechRadar

Audi City Case Study Retail Transformation | Publicis Sapient

Audi Raises Unit Sales 70% With a Digital Showroom

Summary

Summary

Intro

The Problem

The Solution

The Impact

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