Maserati OTO Retail, virtual and traditional experiences in the purchasing process

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The way of presenting and selling cars is changing thanks to new technologies. For this reason, Maserati has also decided to launch its new commercial proposal OTO Retail , an acronym for & ldquo; from offline to online & rdquo; (and vice versa), in close collaboration with the sales network to offer a completely new sales experience.

The project adds digital tools to support sales, keeps the role of dealers central and allows customers to personalize their experience by deciding which activities approach Maserati showrooms and which ones, instead, digitally.

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The Omni Channel approach has, in fact, changed purchasing behavior especially in the luxury segment, where services digital have become key elements. However, ecommerce is only part of Maserati's answer. The Italian brand aims to offer a new retail model, where the new customer journey is seamlessly integrated, regardless of where the customer is.

The digital approach is not limited to the use of the computer or smartphone because enter more and more & ugrave; inside the dealerships . While on the one hand virtual assistants offer online consultancy more and more; complete, on the other hand the physical sales space extends and is enriched with services able to reach customers everywhere. Therefore, Maserati dealerships will gradually adopt this new design starting next year with the newly developed showrooms in Milan and Shanghai.


OTO Retail & egrave; was recently launched in the North American market with a pilot project. Customers were able to take advantage of a series of digital touch points such as, for example, & ldquo; My Maserati Showroom & rdquo; for online booking of your car, & ldquo; My Maserati Expert & rdquo; to ask for details or information, the & ldquo; Remote Test Drive & rdquo; or the & ldquo; Multichannel Service Booking & rdquo ;.

Furthermore, personalization becomes even more; exclusive with the possibility; to join the Maserati Fuoriserie program that makes every car purchased unique.

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