SAIC Roewe

How SAIC orchestrates New Retail

"Users, Products, Scenarios,"

中国汽车集团上汽集团推出了真正卓越的零售体验, With its "Roewe Smart Store", Located in Shanghai's Xintiandi Area. “荣威智能商店”的目的是将传统经销商转变为数字体验中心,拥抱数据驱动的“用户”概念, Products, Scenarios,", which to a large extent was created and implemented by mediaman.

The idea behind the SAIC Roewe Smart Store

数字体验中心是上汽集团转型路线图的重要基石. 这是数据驱动创新的关键要素,也是4S店未来战略演进的标杆.

The importance of combining physical with digital experiences:

线下展厅是客户互动中不可替代的元素, 在那里,参观者可以与实际的车辆进行有形的互动, enhanced by digital assistance.

The idea of combining physical and digital visits:

数字展厅支持并行访客流的管理:存储用户流量以及数字存在. 实现线下与线上渠道的对接与互动,是实现有效全渠道覆盖的关键, offering far more touchpoints than traditional 4S stores.

The concept of providing intelligent services:

数字展厅可以根据数据和算法实现个性化, decreasing cost of service while enhancing the service quality. 该组件也将提升传统4S店的数字化服务能力.

上汽集团“荣威智能商店”是一个全新的汽车零售概念,专注于提高品牌认知度, the instore conversion, 整体的客户体验和运营效率——所有这些都是基于“用户”这一共同的基本理解, Products and Scenarios,".

The showroom's setup is based on a modular, iterative approach, 假设空间设计和数字交互会随着时间的推移而改变. The current setting includes key module types as listed below:

Digital passport:

一个虚拟档案,用于连接和解锁商店内的所有数字体验, while accumulating data collected during the user interactions.

Interactive Showroom Modules:

This item includes a variety of digital experiences, such as onscreen interactions, virtual reality (VR), augmented reality (AR) and so forth, 允许用户与品牌进行个人互动, while further assets (such as data, photos and videos) are being created.

iPad Smart Assistant:

该解决方案使员工在咨询游客时能够访问他们的数字档案, 而它内置的增强现实(AR)功能提供了额外的体验.

Project Story

In this project, mediaman负责整体展厅战略及其关键模块“数码护照”和“iPad智能助手”的规划和实施. mediaman协助上汽集团实现了新零售事业的核心理念, 实施数据概念和整体维护策略.

Digital Passport

The Digital Passport has been setup as a WeChat Mini-Program, which means it is accessed through WeChat. 它的功能是陈列室的导游,并作为所有线下和数字体验之间的连接元素. mg游戏设计的小程序与实际的游客旅程无缝对接. The information architecture, 它的用户界面和技术实现是由mediaman内部完成的, As well as the integration with SAIC's customer data platforms.

数字护照小程序是让新访客连接的核心工具. 用户将打开小程序作为欢迎程序的一部分, 同时提供关于所有交互的概述和详细指导. 小程序还可以解锁任何数字互动,并记录访问者的“数字成就”. 用户可以访问访问期间拍摄的照片和视频,并在社交媒体上分享. For each accomplished module interaction, users are rewarded with points, 上汽官方客户端提供的产品和服务可以使用哪些. At the same time, 用户档案正在创建和丰富的更多数据提取期间访问. 这些数据用于与参观者进行后续对话,并优化展厅内的体验.

iPad Smart Assistant

iPad智能助手是一个支持销售人员和客户之间对话的工具, which can be tedious and lacking in interaction. 该产品的亮点是通过嵌入式增强现实(AR)功能, 而车辆设置可以在游戏化过程中配置, while the user profile is further refined the background.

Augmented Reality (AR) Car Configurator

Using the Augmented Reality (AR) Car Configurator, 用户可以通过增强的图形和声音来了解车辆的主要特性. 汽车上的视觉层使复杂的汽车属性易于理解和探索的乐趣.

In this case, 用户甚至可以与投影的3D仪表板进行交互,作为AR体验的一部分.

Other functions

Fun Photos: 用户可以用汽车拍摄高质量的照片,供个人使用,并通过社交渠道分享.

金融计算器、试驾应用、新能源汽车介绍: 可以使用各种销售助理工具来帮助销售人员介绍品牌, vehicle parameters, 产品和个性化支付计划的区别.

Key takeaway

With its Roewe Smart Store, 上汽集团为中国汽车新零售树立了标杆. 综合展厅的概念不仅包括各种参与方式, but assists users consistently throughout their entire journey, 同时为品牌建立额外的数字资产:复杂的用户档案.

With mediaman, 上汽选择了一个不仅具有战略思维的合作伙伴, 还有实施这种数字化事业的内部技能, 从用户体验到可行的技术和数据概念. 仅仅在三个月内,商店的概念和它的大部分应用程序就被实现了.

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