Audi VR experience Development Challenges & Why VR will change - - PowerPoint PPT Presentation

Development Challenges & Why VR will change the sales process

Audi VR experience

Audi City

Goals

» Stronger customer orientation » Experience every product » Merging real and digital » Brand presence in the city center

375 m² total area

instread of 1.500 m²

4 show cars

instead of 12 cars

Full fleged dealership

NC, UC, financial services, service, test drive…

Eventlocation

meeting point for progressive people

Audi City Berlin

Benefits

» Entire product portfolio available in 3D » Display of all possible configurations » Virtual presentation of Audi technology » Optimal combination of digital and analog technologies

>3 Mio.

possible configurations per car

Audi City Powerwall

Sales

in an exclusive atmosphere

Benefits

» Seperate room for the sales conversation » Equipped with a multi touch table, a screen and interactive material cards » Audi Code guarantees a seamless continuation of the sales conversation

Customer Private Lounge

Digital Modules for all Dealerships

Next technology: Virtual Reality

„Real“

& immersive visualization of the Audi product portfolio

Benefits

» Immersive presentation of the entire product portfolio in real size and 3D » Inexpensive and scalable » Custom Audi Design

Audi VR experience

Individual VR base station

» B&O Headphones for binaural audio & talk-through » Exclusive custom controller » Custom Audi Design base station

Dealership setup

Premium experience

Interaction concept - challenges

Target audience

» Very diverse (age, technology use, expectations, …) » High standards

Point of sale setting

» Users are not here for VR – provide a real benefit » Short sessions – no time for explanations » High stakes – reliably good experience for every user

Interaction concept - solution

User exprience goal:

Highly interactive with minimal learning time

» Explorative Interactions can be discovered by the user » Natural Mimick natural interactions to reduce learning effect » Simple One button controller – there’s never a wrong buttton

Flexibility:

Two interaction methods available

» Guided Customer is shown around by the salesperson via an iPad app » User driven Customer navigates & interacts on their own using the custom controller

Solution

» 4k sub-sampling for improved anti-aliasing » Proprietary SW-development » Specific SLI-mode

Requirements

90fps, <25ms latency, high visual quality and use of available 150% models

High Performance Rendering

150% model

including all options for all markets: 5M+ polygons

Benefits

» One model for POS, Online, Mobile, Print » Ongoing lifecylce (2 updates p.a.) » Product correctness

• 40 weeks
• 35 weeks
• 20 weeks

End Of Secrecy specification collection VR preparation release delivery

• 25 weeks

approval

The 3D model

Key facts

» Started in December 2014 » 4 dealers equipped with an evaluation setup » 15 trained dealers

Evaluation in Brazil

ease of use learnability satisfaction usefulness

very poor excellent good

• k

„Wow, I‘m sitting inside the car, it feels so real“ „Very impressive“ „Congratulations, very well done!“ „Maybe it can drive in the future“ „That is Vorsprung“

poor

Evaluation in Brazil – feedback

Promising

Altough we showed only a developement version, the feedback was very positive

VR will reach the customer at it‘s…

VR - Impact to the sales process

Head

► Show what is not at available on site ► Enable an active customization process ► Provide a realistic impression (scale, 3D,...) ► Accelerate decision & purchase process

Heart

► Special, exclusive and personal experience ► Active, emotional experience of the product instead

• f an abstract presentation

► Create a strong emotional bond between customer,

product and brand

Facilitate high involvement purchases Highly emotional and personal experience &

…and connect him with the product / brand very intensivly.

Thank you

for your attention!