The brief from MG Motors was to create a a small format car showroom. Small format in this case means the size of the showroom. Generally the operation and maintenance cost of a car showroom is extremely expensive because of various factors – rental cost of a ground floor showroom in a prime location of the city, large area required, multiple employees required to to maintain the showroom. The idea was, can we have 4-5 showrooms in small format at the same cost of a single conventional car showroom?
The biggest enabler of the small format showrooms is technology. With photo-realistic visualization and interactive technologies, the user experience is seamless and intuitive.
Digital Jalebi provided a multimodal solution which is a combination of multiple technologies such as artificial intelligence, machine learning and IoT.
The user is required to register himself at the registration kiosk first. A few details of the users are taken along with the photograph. The next time the user walks in, the facial recognition algorithm recognises the user and welcomes the user (in case of a repeated visit).
The user then proceeds to the main tangible table where the interaction is done using voice recognition, multi-touch screen and a tangible interface.
The user explorers all then USP features of the car interior and exterior. Whatever selection is made on the tangible table gets reflected on a huge video wall in front. The photo-realistic visualization provides crystal-clear picture of the car from various angles with animations to emphasize all features.
Finally there is a a smart kiosk at the end which is gamified as a quiz. User is asked a few questions related to MG Hector car, to check how much the user has learnt in the last interaction.
The other idea is to give a comparison of MG Hector car with other competitor cars in the SUV segment. This is to make sure that the the takeaway points are embedded in user’s minds.
Few features are planned in the future such as car customizer for accessories, EMI calculator and on-road price calculator etc. This helps in quick decision making for the prospective client.
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