DISCOVER PROJECT
Nissan
Connected Ecosystem
Elevating Auto Experiences
2023
Project Overview
Modern car buyers spend roughly 15 hours researching online before ever stepping into a dealership. However, the transition to the physical showroom often feels like a "reset," where customers must repeat information already shared online. Nissan wanted to eliminate this friction and unify the car buying experience.
As the automotive industry shifts to unified commerce models, Nissan is constantly seeking new ways to attract visitors into the dealership, and stand out at auto shows. Digital experiences play a key role in helping engage through immersive content that emotionally connects visitors with the brand.
Our connected ecosystem allows digital tools within physical touchpoints to communicate in real-time. The goal was to transform auto show and dealership experiences from high-pressure sales environments into interactive "Innovation Labs" that empower both the customer and the sales staff.
Strategy
Our suggested approach centered on a "unified technological base" that scales across the network. On-site digital experiences allow customers to customize vehicles (selecting colors, fabrics, and features) that may not be physically present at the dealership.
To further bridge the gap between imagination and reality, we integrated 3D mixed reality (MR) and gaming technologies utilizing real-time rendering engines that allow customers to visualize "invisible" safety features through a 360-degree immersive simulator. These experiences allow for high-fidelity car personalization in virtual environments that mimic real-world lighting and physics. By turning the car configuration into an interactive experience, we elevate the dealership visit from a transaction to an educational, high-tech event.
Creative Technology
Connected digital signage, mobile experiences, AR/VR and mixed reality empower Nissan to showcase vehicle features and innovation to prospective customers.
The experiences allow staff to focus on human interaction rather than having to memorize new vehicle features. They provide sales staff a reason to approach customers with sales tools that elevate the auto shopping experience and extend brand engagement post visit.
Design Objectives
In-store personalization stations allow customers to use high-resolution touchscreens and tablets to build their dream vehicles. Tablet-based applications allow sales and service staff access to a customer’s online journey, vehicle history, and real-time inventory. Digital signage and wheel stands with synchronized displays respond to tablet interactions, allowing staff to cast custom car configurations onto large-scale showroom screens for an elevated, immersive conversation.
Elevating auto shows and dealerships with integrated technology empowers us to create connected ecosystems that provide deeper emotional engagement. In our concepts, we utilize multiple digital canvases that provide a unified car buying experience, unifying the best of the physical and virtual world.
ProJEct Images
Achievements
By integrating digital experiences within physical dealership workflows, Nissan achieved significant operational and experiential improvements and accelerated sales cycles.
Nissan has enhanced customer engagements with global NREDI 2.0 locations. These reported higher foot traffic from younger demographics attracted to the self-led, tablet-driven exploration. Operational synergies through data synchronization between online, mobile apps and the dealership's CRMs help ensure that all staff member, from service technicians to sales managers, have a unified view of the customer.
Dealers using integrated digital retailing tools saw a 60% faster lead-to-sale timeline and increased profitability. There was a recorded 24% higher gross average on leads compared to traditional, non-digital sales processes.
Faster Conversion Timeline
Sales Leads Increase
