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How Capita and ŠKODA are bringing a live car showroom directly to your living room

Change Makers case study

SKODA is one of the world’s oldest car manufacturers and has a focus on innovation and ‘being different’. The traditional Czech brand has evolved from being a regional market leader to an internationally successful vehicle manufacturer.


 

Issue

The car industry is facing the challenge of changing consumer attitudes – we want convenient, quick responses and a more personalised experience.

Insight

In collaboration with ŠKODA UK, Capita delivered the ŠKODA Live Tour – offering potential customers a live tour of models streamed directly to their smartphone, tablet or computer.

Impact

The Live Tour has converted 34 per cent of customer conversations to test drive bookings, and generated 665 leads all in the first 5 months.


 

The challenge:

The car industry, like many others, is facing up to today’s challenges of changing customer attitudes – attitudes shaped by the internet and the increasing need to fit shopping into our busy lives by doing it from home or on the move. We want convenience, quick responses and a more personalised experience.

Our approach:

In collaboration with ŠKODA UK, Capita delivered the ŠKODA Live Tour – offering potential customers a live tour of models streamed directly to their smartphone, tablet or computer. It’s the first time a car manufacturer in the UK has committed to using technology in this way, creating a purpose-built showroom-studio that enhances the customer buying experience, and further develops its sales channel.

Working alongside ŠKODA’s other partners - Whisbi, Volkswagen Group and Xpression Events – we sourced and recruited a team of ‘product hosts’ to provide the tour and demonstrate the features of the newly-released Kodiaq SUV and 2017 Octavia. This included a comprehensive training programme covering vehicle features and live video presentation techniques.

In parallel, we worked with both VWG IS and Whisbi to install and set up the fixed and mobile technology behind the live tours. It allows ŠKODA to broadcast a live feed of the showroom to either a single customer or multiple customers through both fixed cameras and from cameras on smartphones/tablets to customers anywhere with access to an internet connection. The system also allows ŠKODA to share their screen with customers to show them how they would configure a car, or to show the form booking process to book their test drive.

Visitors can start a Live Tour with a click of button from the website, seven days a week.  

The impact:

Launched in April 2017 the Live Tour has been an instant success. In the first five months:

  • it has led to 1,245 customer conversations…
  • …leading to 422 test drive bookings for the ŠKODA retailer network…
  • … which represents a conversion rate of approximately 34 per cent.
  • Generated 665 leads in total including test drive requests and general enquiries.

The Live Tour has helped bring our products directly to consumers - in their homes, offices and when out and about, as all someone needs to immerse themselves in the experience is access to a smartphone, tablet or computer. The partnership has allowed us to make the retail experience much more accessible to customers, via the digital world.

Jonathan Pidsley

Digital experience manager, ŠKODA

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