The Honda Motor Company has announced a partnership with Zmags, a provider of rich media mobile and social merchandising, to launch its Acura RDX interactive online brochures. “When considering a new car purchase, consumers spend hours researching options online prior to setting foot in a dealership,” said Mark Ortiz, National Interactive Marketing Manager for Honda Motor Company. “We want to give our customers a compelling interactive experience that showcases our brands in a dynamic way by curating an immersive experience that drives consumers to spend time with our brand online.”
Features of the online brochure include video content, with 360-degree tours of the car’s interior; the ability to experiment with colors; demonstrations of real-time traffic alerts; dashboard details; and seating configurations. “The brochure contributes to creating a more memorable online experience by allowing car shoppers and auto enthusiasts to immerse themselves in the experience of the Acura RDX from the relaxed comfort of their own homes, then take the next step by going to the dealership for a test drive,” W. Sean Ford, CMO and COO for Zmags told Retail TouchPoints. “The basic concept we see emerging is brands needing to build experiences with the recognition that 'dwell time equals sell time.'”
Car shopping is a personal experience that requires an influential online experience across consumer-facing touch points. Since more consumers are starting their car shopping online, auto brands must offer answers to critical questions. “Auto brands need to provide a digital experience that gives potential buyers the emotional sense of what it would be like to be behind the wheel, in the actual car environment,” noted Ford.
Providing both technical information and an intensely captivating, emotional experience at the point of inspiration is what drives a car shopper to make that trip to a dealership and take a test drive, he said. “Like all leading brands, the goal for car brands is to maintain loyalty throughout the lifetime of the customer,” Ford remarked. “World class engagement products take the best attributes of a brand and consistently convey the excitement, safety, trustworthiness and quality of that brand every single time a customer seeks to interact with it ― including across every digital channel.”