The Cadillac Live online virtual showroom service has officially launched in the United States.
General Motors‘ initial pilot program for the online shopping assistant was launched in Canada earlier this year. Cadillac Live connects users with a sales representative located in a studio designed to look a bit like a regular Cadillac dealership. The sales representative is equipped with an iPhone X, an Osmo gimbal and a Bluetooth headset, enabling two-way voice chat and one-way video. The sales representative can then answer questions the customer may have, show them around the vehicles they have in the Cadillac Live studio and their various features and also use the service’s digital interface to show them different exterior and interior color and trim options.
This is essentially Cadillac’s way of making the research part of buying a new vehicle easier. Rather than have customers go on its website or another site online to research a vehicle’s features or pricing, they can simply book a session with a Cadillac Live representative and ask a real person. Unlike going into a dealer, though, Cadillac Live allows them to have a conversation with a Cadillac employee from anywhere – whether they are travelling for work, on vacation or just hanging out at home on a Sunday.
Google data that shows that twice as many car buyers now start their shopping process online versus at the dealership, Cadillac says, and that most shoppers believe that receiving expert advice for new products or services is important. Seventy-one percent of customers report switching to a competitor’s product after finding their selection process easier, the automaker also claims, so Cadillac Live may work to improve retention during the research process.
“Luxury consumers are looking for a seamless, one-on-one shopping experience, whether online or in-person,” said Cadillac chief marketing officer Melissa Grady. “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.”
Cadillac Live users based in California, Illinois, New Jersey, New York and Texas can also connect with a local dealer through the service to test drive their vehicle of choice and take the next steps on their path to purchase.
Cadillac Live agents in the United States will be available from 9 a.m. to 1 a.m. Monday through Thursday and from 9 a.m. to 9 p.m. on Fridays. The service is also available on weekends, running from 11 a.m. to 7 p.m. on Saturdays and Sundays. Customers must schedule a session with a Cadillac Live agent ahead of time, which can be done via Cadillac.com at any time.
This report was written in collaboration with our sister publication, Cadillac Society.