Transforming traditional showrooms into modern digital experiences, increasing sales by over 60% in certain locations
- Audi¹, based in Germany, designs, engineers, manufactures and distributes automobiles. Their revenue in 2014 was €8 billion and EBITDA was €7.6 billion.
- Audi is changing the way in which companies sell vehicles, with the introduction of an innovative showroom concept launched in 2012 named Audi City.
- Audi City provides a unique brand experience and allows visitors to explore the entire catalogue of Audi’s model range hands-on in stores located in city centres, where large showrooms are not a possibility.
- It is an experience space where customers can discover, trial and purchase different Audi models during the day. Moreover, in the evenings the space is used to offer a diverse programme of readings, discussion forums and exhibitions.
- Users across Audi City locations in Berlin, London and Beijing can seamlessly configure their Audi virtually in full size, on ‘powerwalls’ throughout the store – a critical feature that customers are increasingly demanding.
- At Audi City London sales went up 60% from the traditional Audi showroom that previously occupied the site.
- Moreover, they only stock four cars, reducing the cost of having to hold a large volume of stock that often does not match a customer’s criteria.
- Audi City combines technology with architecture. They utilize multi-touch tables, tablet-user interfaces and powerwalls. These powerwalls enable shoppers who have configured their vehicles to look inside. Customers can even open the doors or watch the vehicles drive off, complete with authentic engine noises.
- Audi have also retrained employees working in the showroom. The new customer relations manager ensures visitors receive consultation, which is then further customised to their needs using the technological configuration tools.
1. Sources: Audi; Autonews; WEF/Accenture Analysis
Audi is one of more than 100 case studies identified as part of the World Economic Forum’s Digital Transformation of Industries initiative. An overview of the DTI program can be found here.