Forbes Todd Automotive Group introduced an AI computer vision solution to its Audi Dallas location as it seeks to provide customers with a more immersive environment with a touchless approach to merchandising. When customers place their hands over a product, in this case an Audi A4, interior information and views are projected onto the hood. When the time comes to contact a seller, customers already know more about the features they expect from products.
The HoverTouch tools of Spaced helped the Audi Dallas team overcome challenges related to COVID-19, supply chain hurdles and microchip shortages, noted Tom McCollum, president and CEO of Forbes Todd Automotive Group, and enabled him to significantly reduce the number of cars in inventory. Prior to the pandemic, McCollum carried approximately 450 units; today the average is 25.
“In my showroom, I would love to have every model with a HoverTouch,” McCollum said in an interview with Retail Touch Points. “It’s not planned yet, but I can definitely see it just around the corner.”
“The customer can buy the car they’re playing with because our technology isn’t installed on the car,” Spacee Founder and CEO Skip Howard said in an interview with Retail Touch Points. “You can drive it and drive a new one.”
McCollum placed the Audi A4 with HoverTouch near the service waiting area to attract customers, encouraging them to engage more with the brand and discover new offerings. “It’s novelty value for some people, but others have a good time. ten Where 15 minutes of interacting with the vehicle while they’re here waiting for service because people have never seen anything like it. Our penchant for technology [supports our efforts] to bring added value to the customer.
Within the newly renovated 90,000 square feet space, Audi Dallas features digital artwork and spaces where dealerships, manufacturers and local civic meetings can hang out, in a retail space that embraces innovation and receives traffic from several sources. Additionally, through the use of computer vision solutions, retailers can extend their retail experiences into any environment, including shopping malls and sports arenas.
“Think of an automobile, whether it’s at your state fair or the big show in Detroit — we have a big auto show coming up here in Dallas,” McCollum said. “[There are also opportunities at] shopping malls and other outdoor displays.
In addition to McCollum’s vision of expanding into non-traditional retail spaces, technology can help brands create wider reach for campaigns that promote their products, using content already created at from other media.
As McCollum anticipates receiving the Audi Q4 e-tron in August, he predicted that pairing HoverTouch technology with an electric vehicle will create an elevated merchandising approach. “The technology is cool enough that people want to show it off,” McCollum said. “[It’s] educational, informative and forward-thinking, but it also helps us to market. »