Maruti, Honda, BMW hone the phygital experience for customer affinity

From promoting amateur talent to contact-less sales experiences, auto brands go all out to create customer affinity with a band of invisible salesmen

T E Narasimhan | Chennai
Last Updated at July 31, 2020 06:07 IST

Hyundai New Tucson named its launch event ‘The Next Dimension,’ which garnered 11 million views and had over two lakh attendees

As the nodal points in a buyers purchase journey turn digital, auto brands are looking at ways to convert their faceless virtual avatars into a sticky web of engagements and create lifelong associations. To do that brand teams are working through the mass of behavioural patterns being evidenced on their digital platforms, to create hooks that would draw new buyers in and keep old followers engaged and interested. But say market researchers, it is time to dig deeper, go beyond the gimmicky world of augmented reality launches and chat bots if the auto brands want to convert engagements into sales and loyalty points.

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