When I worked at creative development agency, Devlift Media, I had an opportunity to work on a consumer facing virtual reality product. My role was to help conduct market and user research, strategize the product’s rollout and design a demo video of the application. Due to confidentiality, I was not able to showcase all details of the process, but I’ve outlined below the general concept of the product, how it is was going to market and its benefit to dealerships.
The Product
VR Test Drive is a visually immersive computer generated application that allows existing customers or prospects of car dealerships to explore and interact with vehicles in a virtual reality environment.
VR Test Drive can be utilized in various ways. For example, customers can use their personal device to view the experience and interact with the vehicle from the comfort of their own homes. Customers can also come to the dealership where they can wear a VR headset and interact with the vehicle using touch technology.
Virtual reality technology and the arrival of VR headsets means that for relatively little cost, customers can directly experience the pleasures of driving in the most immersive way possible.
Features
Devlift Media’s VR Test Drive technology would not only allow users to tour the interior of a car, but also allow them to engage with it by creating custom clickable hotspots that highlight aspects of a vehicle’s interior design options, specifications, and technological features.
For example, hotspots can toggle between interior colours and trims so customers can visualize what their future car might look like first hand.
Dealerships could also offer their customers the opportunity to test drive prototype vehicles of the future.
When the test drive is complete, customers would have the ability to order their customized vehicle, book a test drive, share the experience on social media, or save their configuration to view later.
Market and Strategy
It is expected that 60-70% of new car sale leads are likely to be generated through a digital platform by 2020. As a result, VR technology can help obtain pre-sales by situating a client’s company at the forefront of advertising technology. The possibilities to market the product are almost untapped allowing for customized campaigns and increased customer retention through brand loyalty initiatives.
This can include dealerships sending mailers to customers or prospects with branded VR headsets as a direct method to initiate their interest in the technology, showcasing the companies investment in the value of its clients or clients to be.
VR Test Drive can help tell a powerful, immersive story by providing an all encompassing virtual experience, helping to cut through any marketing clutter and allowing dealerships to create a stronger narrative and connect with customers on a higher emotional level.
As the technology become more accessible, it provides dealerships with an opportunity to bring new and engaging experiences to customers and prospects through greater personalization strategies.
VR Test Drive can deliver a fully interactive experience, drive customer engagement, and shape the future of car retailing.
Use
The product was eventually realized at Cadillac as seen below.
