With the evolution and increased activity through social networks, today anything can happen in the network; even something as unexpected as buying a car. Nissan has come true. For the first time in Europe, Nissan and its dealer Antamotor Coruna closed the sale of a vehicle exclusively via Twitter: from the first customer contact to final purchase decision, just six days later, everything has taken place in the environment of this network.
https://twitter.com/escolano/status/714864699599425536
It all began in late March, when the user of Twitter Raul escolano, Catalan 38 years and digital marketing specialist, (@escolano) discussed the possibility of buying a car through Twitter under the tag #compraruncocheportwitter. Escolano issued a challenge to the various automotive brands in Spain to purchase a vehicle 100% through social networks.
https://twitter.com/escolano/status/714872173530386433
following its call for the participation of various automotive brands, was Nissan, through its official dealer Antamotor in a Coruña, which responded more innovative way, using the technologies of the social network (Periscope: https: // www.periscope.tv/w/1MYGNBAmakPGw) to teach the car to the user, and the total willingness to go all the way through the social network as requested by the customer. And so it was.
Twitter user survey raised even a social network with three finalists models, asking his followers which was the best option. Finally between the views of these (over 2.6 million impressions. Source Brandwatch) and Nissan proposal, chose a unit versatile and robust new crossover Nissan X-Trail. And all this without the customer see or try the car at any time.
Everything was an operation carried out exclusively via the digital realm, as Escolano had required from the start and that was giving @escolano follow through his blog. https://blog.eoeobcn.com/2016/05/11/compraruncocheportwitter/
https://twitter.com/Nissan_ESP/status/717049568341393409
https://twitter.com/escolano/status/746008771151958016
the delivery of the vehicle to @escolano was made in the city of Barcelona also completely innovative way. The new client received at home the key to your new Nissan X-Trail has been able to gather on Monday at the official headquarters of Nissan Iberia.
The Antamotor dealer made him the delivery of his new car through digital platforms Periscope and Twitter to thereby maintain the environment of the whole process of virtual shopping.
Technology customer service in all aspects
knowledge of the environment Twitter digital, adaptation to the contents and actions, and creative use of the tools presented have been key factors for Nissan put in value your product and brand, and managed to rise as the winner of the challenge #compraruncocheportwitter. In addition to becoming the first brand to close a sale of this type, Nissan has demonstrated that it understands the technological environment, whether applied to the production and performance of their vehicles and the relationship with their customers in any environment. One more way to show your brand promise. “Innovation and excitement for all”
Similarly, Nissan has revealed its primary value of putting the customer first. In this case, the fact that Twitter is an unusual environment for selling a car did not entail any barrier to the mark; on the contrary, it has allowed him to further develop their creativity and innovation in the commercial field. Listening and paying attention to the needs of the potential buyer, Nissan has met the brand promise of Innovation and excitement for all.
Nissan today has no plans to sell cars through social networks, but this operation performed entirely in the digital domain, it demonstrates the constant evolution of the buying process of new customers and the dealer network and Nissan has adapted quickly to new trends. Whether handling the requests that come through social networks or addressing customers in their new exhibition Nissan Retail Environment also adapted to the digital world.
No comments:
Post a Comment