TU-TESL

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According to foreign media reports, at present, Cadillac's customers can visit its online website, enter the digital exhibition hall, and learn about the characteristics and specifications of the car they want from product experts through interactive communication. Therefore, the dealers can also learn the customer information from the product experts very quickly. For dealers, the rest of the work is to arrange customer test drive and some paperwork. In March this year, Cadillac launched Cadillac live in Canada. Beginning this week, dealers in Texas, California, Illinois, New Jersey and New York can also choose to join the program. If the pilot states succeed, Cadillac will launch the program in the United States next May. Customers will pair up with personal salesmen and browse Cadillac's product lineup via online video chat. "We're trying to understand how people want to shop so that we can fit their needs," said Melissa Grady, Cadillac's chief marketing officer. The way customers interact with us will depend on them. " Through this project, online salesmen can contact customers according to their requirements (or designations), which used to happen when dealers closed their stores. These salesmen speak English, Spanish and French, and they work in a showroom in Toronto. Customers can have a video chat with the online salesperson, who will answer their questions and introduce the car features they are interested in. For example, they use props such as strollers and hockey equipment to demonstrate the configurability of XT6, and they will also introduce vehicle technology and safety features to customers. Many customers "do a lot of research, but they don't have a lot of time," Grady said. Cadillac live enables customers to communicate with sales in their own way, which is much better than browsing websites and configuring cars. When you think of a question, you don't have to find the answer. You can solve it easily through dialogue. " During the conversation, the salesperson can hear the customer and not see them. But in turn the customer can see the salesperson. At the end of the conversation, the salesperson will create a test driven lead file for the customer at the local dealership. Dealers will respond to leads within an hour. The salesman didn't actually sell the car, so the pressure to make the sale successful was reduced. If customers ask for a price, they will be told the price or range of the car. All Cadillac dealers in Canada have chosen this project. So far, 160 dealers from five pilot states have also chosen to join. In Canada, 8% of consumers who use Cadillac live will arrange their own test drive at a nearby dealer. Grady pointed out that Cadillac also intends to develop different usage scenarios for the service during the trial period. For example, Cadillac live and its sales agents can be used to help train a dealership's sales team, create action videos, and develop social media content. On December 9, local time, Cadillac live was launched in the United States, enriching Cadillac's unique luxury shopping experience. American customers can now use mobile phones, computers, etc. to visit the interactive digital exhibition hall. With Cadillac live, consumers can enter a digital showroom to view the functions and specifications of 10 Cadillac models, and can also talk with an on-site product expert who can answer questions about vehicles and purchase considerations. "Whether it's online shopping or face-to-face shopping, luxury consumers are looking for a seamless, one-on-one shopping experience," said Grady. Cadillac live's highly personalized service also reflects today's changing shopping habits and customer needs. " According to the data of, most of the car buyers get the product information they need through online inquiry, and the number of consultation at the dealership is only one-half of the former. And most consumers think it's important for a car brand to have professionals advise on its products and services. 71% of customers said they had turned to their competitors' products after finding them easier to choose. Cadillac live enables consumers to learn every detail of a Cadillac car with the help of an online salesperson, who is equipped with an iPhone x, Osmo mobile mobile mobile handset PTZ and Bluetooth headset, providing two-way audio and one-way live video. The salesmen also have a digital interface to share the choice of colors, wheels and accessories. This real-time session can be provided on demand or scheduled on a certain date. In addition, shoppers can invite partners to join the live conversation. As part of the pilot program, consumers in California, Illinois, New Jersey, New York, and Texas can also contact their local dealer to test drive the car of their choice, or further purchase it.