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Titre : |
AR Customization on Customer Experience in Automotive Market |
Type de document : |
Mémoire |
Auteurs : |
Alexis DUCOULOMBIER-HERPIN, Auteur |
Année de publication : |
2020 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Français (fre) |
Mots-clés : |
Management AUTOMOBILE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; TECHNOLOGIE
|
Résumé : |
The use of Augmented Reality has been increasing in recent years, and recently it has become part of people's daily lives, during their customer experiences with certain brands or companies. The automotive industry is becoming more complex and needs to renew itself. The development of product customization and the importance of customer experience are key factors in the continuity of an automotive group's performance. Augmented reality can leverage both factors. An in-depth study on a sample of customers has allowed to explore the benefits of a vehicle customization via augmented reality in the customer experience and to identify implementation recommendations. The search for fun and utility found the types of use of the technology by benefiting from its technical and sentimental interest. It allows to meet the expectations of sensorial, practical, testing and the link between the imaginary and the real. The benefits of customization with augmented reality are important, both on the product and customer experience and on the brand image that emerges from it. However, there are some notions of implementation that allow these two factors to be perfectly efficient, such as its place in the customer journey and its availability in showrooms. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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