How XR Technology Realises ROI in Automotive Retail
Presented at Augmented World Expo (AWE) - Santa Clara, California, USA
The margin is in the options…
Extended reality retail configuration, 35 markets
In the extended reality automotive retail landscape, operating in over 35 markets, the real profit margin lies in the options offered.
While most configurators show only the base model, which has a very thin profit margin, the highest net profit comes from add-ons: paint, wheels, sunroof, interior package, and performance kit. Customers often hesitate to commit to these upgrades without seeing or experiencing them firsthand, since a mere checkbox alone doesn't justify the investment.
Richard spearheaded the global deployment of a virtual and augmented reality retail experience for premium automotive brands across three continents.
Using extended reality allows customers to step inside their specific, personalised, customised vehicle that isn’t physically available on any showroom floor.
In this discussion, Richard will highlight how experiencing options in Virtual Reality emotionally influences customer choices while delivering significant financial benefits.
Richard also outlines how to effectively build a business case for this technology that will resonate with commercial directors.
Key Audience Takeaways
Understand how visualising options influences customer choices and the behavioural insights behind it
Learn to convert attach rates and average transaction values into a strong ROI argument for a sceptical Chief Commercial Officer
Identify key architectural requirements for scaling beyond a single flagship store, including content pipeline and render latency
Session Formats
45-minute Keynote | 30-minute Conference session | Discussion Panel