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发力线上 布局升级 玛莎拉蒂重磅启动O2O新零售业务

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2021年11月29日，上海——意式态度先锋玛莎拉蒂正式启动O2O新零售业务，通过对购车过程中线上虚拟流程与线下传统体验的交互，开启三叉戟品牌汽车零售的新时代。
玛莎拉蒂O2O新零售业务是一种基于与经销商深度合作的全新商业模式，旨在打造创新的用户体验。该项目增加了数字化工具来支撑销售，亦保持了经销商在消费者购买过程中的中心地位。在购车过程的不同阶段，消费者可以灵活选择线下展厅或线上数字化的模式，从而获得更加个性化的专属购车体验。
“玛莎拉蒂始终坚持以消费者为中心，秉持前沿创新、百年传统、奢华品质以及独一无二的品牌特性，不断优化销售流程，以提供变革性的用户之旅。”玛莎拉蒂首席商务官伯纳德·卢瓦尔（Bernard Loire）表示，“我们希望不断满足，甚至是超越车主的期待，开启线上线下全渠道的体验。玛莎拉蒂FUORISERIE私享定制项目的诞生，也是我们对当下热衷于高端个性化消费趋势的积极回应，通过该项目，每一位三叉戟车主都可收获一款专属于自己的尊享座驾。”
目前，数字化服务已成为奢侈品行业关注的焦点，全渠道零售布局以及线上用户体验将进一步改变消费者的购买行为。而电子商务只是玛莎拉蒂响应行业趋势的创新之一。随着线上和线下购物的边界愈加模糊，玛莎拉蒂已做好充分准备迎接新的零售模式，无论消费者身在何处，皆可随时、随地、随心地体验无缝集成的用户服务。
数字化体验不仅包括消费者个人电子设备的使用，越来越多的玛莎拉蒂线下实体店也将迎接数字化改造。一方面，数字虚拟助手将提供更加完善的在线服务；另一方面，数字化将赋能线下空间，进一步扩展和增强线下的服务领域，从而实现对消费者的跨地域覆盖。从明年起，玛莎拉蒂全球地区的门店将逐步焕新，同时，位于米兰和上海的新一代展厅也将重磅揭幕。
与此同时，玛莎拉蒂品牌新零售概念也涵盖2020年发布的FUORISERIE私享定制项目，该项目旨在满足消费者对奢侈品的需求，让每一台玛莎拉蒂都能尽情彰显自我品味。
日前，玛莎拉蒂O2O新零售业务已在北美市场开始试点。三叉戟品牌的客户可体验一系列数字化服务，包括使用“我的玛莎拉蒂展厅”在线预订；“我的玛莎拉蒂专家”查阅产品的具体信息以及“远程试驾”和“多渠道服务预订”。消费者可以在线配置和预订三叉戟座驾，并选择线下的经销商提车。

 

 

 

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