Let’s continue with the showroom example. Online, a customer fully dives into his personal preferences. Filters are an important tool here. Only the cars of a certain brand, year of manufacture and color are visible. In a showroom you have the opportunity to show the customer a broader aspect and you are able to take the customer along in an interactive and personal sales process. It is the optimal mix of technology and a personal connection to give the customer that wow experience. Interaction and personalization are key here.
For example, at Volvo dealer Van Roosmalen in Veldhoven, First Impression set up an interactive car studio, where the customer composes his ideal Volvo on a touch table. In addition, the customer enters his preferences on the touch table in an online tool, takes a physical sample of his upholstery of choice and also chooses his additional services, such as insurance, in a playful way with RFID technology. The mix of physical and digital means makes buying a car a cross-media interplay.