Cadillac Live – New Digital Showroom Launches

Another milestone on the road to a dealer-less sale?

In what is billed as part personal shopper and part interactive digital showroom, Cadillac Live launched today in the United States. This enlarges the reach of Cadillac’s “immersive luxury-shopping experience” to mobile devices and desktops across the country.

With Cadillac Live, shoppers can enter a digital showroom to view the features and specifications of 10 Cadillac models, and also speak with a Live product specialist, who can answer vehicle and purchase-consideration questions thereby eliminating the need for a dealership salesperson.

“Luxury consumers are looking for a seamless, one-on-one shopping experience, whether online or in-person,” claimed Melissa Grady, Cadillac chief marketing officer. “Cadillac Live offers a high degree of personal service, with time-saving conveniences and extended hours, reflecting today’s evolving shopping habits and our customers’ expectations.”

Data from Google show (Google Dealer Guide Book 2017) twice as many car buyers start their research online versus at the dealership, and most shoppers believe it is important for brands to provide expert advice about their products and services. Seventy-one percent of customers report switching to a competitor’s product after finding their selection process easier. No word here from Cadillac about the inherent strength of the brand and its products

Interactive Experience

Shoppers can explore details of a Cadillac with the help of a Live agent, who is equipped with an iPhone X, Osmo Mobile gimbal and Bluetooth headset, providing two-way audio and one-way live video. That means shoppers can hear and see the agent, while the agent can hear – but not see – the shopper. The agents are also equipped with a digital interface to share color, wheel and accessory choices.

Live agent sessions are available on-demand or can be scheduled for a future date. Additionally, shoppers can invite a partner to join a Live session.

As part of a pilot program, consumers based in California, Illinois, New Jersey, New York and Texas can connect with a local dealer to test drive their vehicle of choice and take the next steps on their path to purchase. Shoppers outside of those five states can find a local dealer anytime on Cadillac.com.

Cadillac.com is available 24/7 to explore the brand’s lineup; and Cadillac Live agents are available to connect with shoppers Monday-Thursday, from 9 a.m.-1 a.m. ET, Friday, from 9 a.m.-9 p.m. ET, and Saturday and Sunday, from 11 a.m.-7 p.m. ET. Customers can schedule future sessions with a Live agent during off-hours.