{"id":63589,"date":"2021-11-30T04:37:14","date_gmt":"2021-11-30T03:37:14","guid":{"rendered":"http:\/\/www.abmnews.com\/blog\/?p=63589"},"modified":"2021-11-30T04:38:06","modified_gmt":"2021-11-30T03:38:06","slug":"maserati-nuova-era-commerciale-%e2%80%a8al-via-il-progetto-maserati-oto-retail","status":"publish","type":"post","link":"https:\/\/www.abmnews.com\/blog\/maserati-nuova-era-commerciale-%e2%80%a8al-via-il-progetto-maserati-oto-retail\/","title":{"rendered":"Maserati: nuova era commerciale.\u2028Al via il progetto Maserati OTO Retail"},"content":{"rendered":"\n

Maserati inaugura una nuova era commerciale integrando esperienze virtuali e tradizionali nel processo di acquisto: nasce il progetto OTO Retail<\/b>, acronimo di \u201cda offline a online\u201d (e viceversa).<\/p>\n

OTO Retail \u00e8 una nuova proposta commerciale che, in stretta collaborazione con la rete vendita, offre una customer experience <\/i>innovativa.<\/b><\/p>\n

Il progetto aggiunge strumenti digitali per supportare le vendite, mantiene centrale il ruolo dei dealer e permette ai clienti di personalizzare la propria esperienza decidendo quali attivit\u00e0 approcciare negli showroom Maserati e quali, invece, digitalmente.<\/p>\n

Bernard Loire, Chief Commercial Officer di Maserati, ha commentato: \u201cMaserati pone sempre il cliente al centro e prosegue la sua storia di innovazione e tradizione, qualit\u00e0 e esclusivit\u00e0. Per questo motivo abbiamo rinnovato i nostri processi di vendita per arrivare ad un’evoluzione del customer journey.\u201d\u00a0<\/span><\/p>\n

\u201cIl Brand vuole soddisfare e superare le aspettative dei clienti, che oggi possono usufruire di un\u2019esperienza Omni Channel.\u201d Ha proseguito Loire. \u201cCrediamo che questo tipo di offerta, cos\u00ec come la personalizzazione delle nostre vetture attraverso il programma Maserati Fuoriserie, siano le risposte ai desideri del new luxury consumer\u201d.<\/p>\n

L\u2019approccio Omni Channel<\/b> e i customer journey <\/b>online hanno, infatti, modificato i comportamenti di acquisto soprattutto nel segmento lusso, dove i servizi digitali sono diventati elementi chiave.<\/p>\n

L’e-Commerce, per\u00f2, \u00e8 solo una parte della risposta di Maserati.\u00a0<\/span><\/p>\n

I confini tra shop virtuale e punto vendita fisico diventano sempre pi\u00f9 sfumati: Maserati \u00e8 pronta con un nuovo modello di retail<\/b>, dove il nuovo customer journey viene integrato senza soluzione di continuit\u00e0, a prescindere da dove si trovi il cliente.\u00a0<\/span><\/p>\n

L\u2019approccio digitale non \u00e8 solo dietro lo schermo, ma entra sempre pi\u00f9 negli store: se da un lato gli assistenti virtuali propongono consulenze online sempre pi\u00f9 complete, dall\u2019altro lo spazio di vendita fisico si estende e si arricchisce di servizi in grado di raggiungere i clienti in ogni luogo.\u00a0<\/span><\/p>\n

Gli store Maserati in tutto il mondo adotteranno gradualmente questo nuovo design a partire dal prossimo anno con gli showroom di nuova concezione a Milano e Shanghai.<\/p>\n

Inoltre, la personalizzazione diventa ancora pi\u00f9 esclusiva con la possibilit\u00e0 di aderire al programma Maserati Fuoriserie<\/b>, parte integrante del nuovo concept retail del Brand: il programma di customizzazione, lanciato nel 2020, risponde, infatti, alle esigenze dei consumatori del lusso e rende ogni vettura Maserati una perfetta espressione del proprio gusto individuale.<\/p>\n

OTO Retail \u00e8 stato recentemente avviato nel mercato nordamericano con un progetto pilota<\/b>.<\/p>\n

In questo modo, i clienti della Casa del Tridente possono usufruire di una serie di touch points digitali come, per esempio \u201cMy Maserati Showroom\u201d per la prenotazione online della propria vettura, \u201cMy Maserati Expert\u201d per chiedere dettagli o informazioni, il \u201cRemote Test Drive\u201d o il \u201cMultichannel Service Booking\u201d.\u00a0<\/span><\/p>\n

\u00c8 ora possibile configurare e prenotare la propria Maserati online e quindi concludere la transazione con il proprio rivenditore.<\/p>\n

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