In efforts to improve sales and stay ahead of the rest, Tata Motors is planning on setting up a virtual reality showroom by second half of 2017. Tech-savvy customers will have a chance to experience 5D-like test drive of Tata passenger cars. Initially, the virtual showrooms will be introduced only in key metros and depending on the customer response, it will be introduced in other cities as well. The one of its kind showroom will also improve the manufacturer-buyer relationship which will further boost company sales.
The virtual reality showrooms are self-operated and unlike conventional dealership, only a single sales executive should suffice who will attend visiting customers and collect their data. The customers can try various customisation options and get a realistic drive experience from any Tata vehicle. This will help the company tackle exorbitant real estate cost for setting up a conventional dealership outlet, especially in cities like Mumbai and Delhi.
Tata Motors witnessed an overall sales growth of 12 per cent with 1.14 lakh passenger vehicles sold from April to November 2016. Though the company is focusing on setting up virtual reality showrooms, it will also continue expanding its conventional dealership network. In two years, the automaker has increased it dealership outlet from 255 to 540 and in the next three years, intends to take it up to 1,500. The virtual reality showroom will encourage the buyer to opt for a real test drive and complete the buying process at a conventional dealership.
Source: ACI
