Augment the Car Buying Experience with AR

Consumers are spending increasingly more time in the car-buying process. In fact, they spend an average of 14.5 hours combined from start to finish and over 60% of this time is spent researching and shopping online. So with all this time spent in the sales funnel, consumers are expecting a valuable and engaging experience. TV, radio, billboards, social media, video, SEO, websites. These are all ways that you already reach and engage your target market, but there is a new generation of technology on the horizon that will provide that valuable experience that consumers are looking for, augmented reality (AR).

AR is a technology that overlays a computer-generated image onto a user’s view of the real world, typically using a smartphone or another device. You may already be familiar with virtual reality (VR) whereby using some sort of headset, you are immersed into a virtual world. AR takes the virtual aspect of VR and combines it with the real world in front of you. Instead of creating completely different surroundings, AR just enhances, or augments, your current surroundings.

I know what you’re thinking… yeah this is cool, but how does it help me sell cars? The capabilities and opportunities available with augmented reality are endless and can start with a consumer at the top of the sales funnel and move with them all the way to the dealership.

1. Direct Mail – A potential customer receives a direct mail piece that has them scan a graphic or image using their smartphone. Using AR technology, a video begins playing on their phone that talks about your new inventory and specials for that month.
2. Banner Ads – This potential customer is now surfing the internet and one of your banner ads shows up. They are prompted to scan the ad and then are able to look through a snapshot of your inventory, choose a vehicle and take a 360o tour of the interior of that vehicle.
3. Dealership – You have now captured the individual’s interest enough that they make a visit to the dealership. They have enjoyed the AR experience you have provided them thus far, so why not continue it? The individual uses a smartphone or tablet to scan the car they are interested in, now they can customize the features on the screen to show them their perfect car right before their eyes.

By integrating augmented reality into the marketing tools that are already in place at your dealership, you can take a process that is already good and make it great. You can give your target market a new experience that is entertaining, but also worthwhile to them and your dealership. Augmented reality is still only in its infancy stage and is expected to grow substantially, so consider using AR to help grow your sales as well.