Maserati OTO Retail project offers innovative customer experience

KUALA LUMPUR: It is a new era of sales for Maserati as the company is integrating virtual and traditional purchase processes explained via its new OTO Retail project.

The term OTO stands for "online to offline" and vice versa. The project is a new commercial proposal done in collaboration with dealerships offering an Innovative custom experience. How? Well, it adds digital tools to support sales, maintains centrality of dealerships' role, and allows customers to personalise their purchase experience by deciding which aspects can be worked on in a showroom and which ones can be made digital.

Maserati's Chief Commercial Officer, Bernard Loire noted: “The focus at Maserati is always on the customer, continuing the brand’s history of innovation and tradition, quality and exclusivity. We have therefore revamped our sales processes to arrive at an evolution of the customer journey."

He added “The Brand wants to meet and exceed the expectations of customers, who will now be able to take advantage of an Omni-Channel experience”, Loire continued. “We believe that this type of offer – utilising the Maserati Fuoriserie programme to customise our cars – is the right response to the wishes of the new luxury consumer”.

With OTO Project, Maserati is ready with a new retail setup, wherein customers journey is seamlessly integrated, regardless of the location. Note, the digital engagement is not limited to a computer screen at home. But is also extended to physical stores.

While virtual assistants offer amazingly complete online service, the enhanced & enhanced physical showrooms are designed to reach customers anywhere. Also, starting next year, Maserati stores are getting revamped, they'll be adopting a new design language. The first stores to feature the brand's latest design are located in Milan and Shanghai.

An integral part of Maserati's new retail concept is the personalisation of customers' journeys. Interested beings can sign up for the Maserati Fuoriserie programme that is designed to meet luxury customers' requirements. Thus, making each Maserati the perfect expression of one's taste.

 

On a similar page, Maserati recently launched the OTO Retail as a pilot project in North America. With this service, customers can take benefits of a series of digital touchpoints including -

• My Maserati Showroom
• My Maserati Expert
• Remote Test Drive
• Multi-channel Service Booking

Also, customers can now configure and book a Maserati online, further taking the transaction to a dealership of choice.

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