Objectives

Our objectives were driven by three key business issues:

- As every retailer knows, growth in online has permanently disrupted their environment. Customers are demanding detailed personalisation like never before. This is particularly problematic for Toyota as they offer Australia’s largest range of vehicles. Displaying, or holding inventory of every model variant and accessory option is physically impossible.
- Customers are more informed and attend dealerships less. When they do, they want to interact with and personalise their vehicle before making a final commitment.
- Sales staff turnover is high, vehicles change regularly and vehicle technology is becoming increasingly complex and difficult to explain. Tools are required to help sales staff explain technology and vehicle updates to customers.

Therefore, our objectives were three-fold:

1) To create an engaging digital showroom experience transcending any online experience achievable at home, enabling customers to personalize/explore the entire vehicle range.

Our success metrics:
- Significant numbers of customers using the experience in the showroom.
- Increased customer satisfaction with a significant improvement in Toyota’s net promoter score.
- Every model and variant represented, including all accessory options for maximum customization.
- Photo-realistic real-time imagery and never-before-experienced interactivity.
- The opportunity to share with friends and family.

2) To create an affordable sales tool that complements sales staff’s processes and skills, thus strengthening their value in the car buyer’s journey.

Our success metrics:
- Affordable hardware for multiple site use.
- 0% Dealer IT requirement for ongoing use.
- Measured increase in accessory sales.
- Minimal training required for use.
- Vehicle updates and QA/maintenance checks managed remotely.
- A tool that is robust and built for longevity.
- Logical and clear navigation to ensure sales staff can conduct a smooth and enjoyable interaction.

3) To create a media hub that supports Toyota’s complex marketing eco system.

Our success metrics:
- Up-to-date, accurate information at all times.
- A database that can support video assets, technical diagrams, descriptions and step-by-step animations.
- A connected Content Delivery Network that can serve millions of LIVE assets.
- A system that facilitates the programmatic production of still images for every model variant, in every color and with backgrounds to suit a range of aesthetics, that can be utilized across TV commercials, dealer websites, print executions, apps, local area marketing, training, customer portals and Toyota.com.au.

How were the objectives met?

Introducing “Toyota Showroom 360”–an interactive real-time vehicle configuration and discovery tool. It brings Toyota’s range to life, empowering customers with the tools to personalize and explore more than 78,000 vehicle and accessory combinations.

By centralizing Toyota’s broader marketing collateral and digitally representing every vehicle combination available for sale, it cost-effectively overcomes the physical limitations of showrooms and the ever-growing size of Toyota’s range. It is robust, scalable and intuitive-requiring minimal training.

Driven by a complex CAD library and custom-built back-end software, the system guarantees product accuracy and detail. Clever middleware leverages AAA gaming technology to deliver beautiful real-time visual fidelity at industry leading speeds. An immersive graphic user interface allows for easy explanation of key technology and design features. A single managed network ensures vehicle information is updated remotely, instantly and with zero inconvenience.

It is the first of its kind in Australia (and one of the first in the world) to be effectively scaled to a national Dealership network, with units now available in every new vehicle showroom.

With a scalable CG pipeline, SR360 is also set to make the most of emerging technology opportunities like personalized browsing and the growth in Virtual and Augmented Reality. It also provides a platform for worldwide scalability across Toyota’s global dealer network - enriching the retail experience for millions of customers.

Development and rollout of SR360 has exceeded client time and budget expectations.

Customer success outcomes:

- A customer can browse any vehicle, color or grade, from any angle, with any accessory in different environments.
- “There is a direct correlation between those using Showroom 360 and customer satisfaction. So ultimately this is leading to a greater net ‘promoter’ score of the Toyota franchise…” Brad Cramb, CMO-Toyota Australia.
- 360,000+ customer interactions since June 2015.

Dealer success outcomes:

- Dealer uptake was very rapid. Scaling from 6 units to 128 in 3 months and now supporting a national dealership network of over 270 sites.
- Complex vehicle technology shown with dynamic visualizations.
- Toyota Australia also reports a change in dealership protocols surrounding this technology including product training and sales guidelines. “It has absolutely changed their showroom environment.” Brad Cramb, CMO, Toyota Australia.
- “Showroom 360 has revolutionized our showrooms: it really increases the emotional connection with the customer, creating an experience they can't get at home. This has been one of the best initiatives in the automotive industry.” Mario Kordovolos, Chairman-Toyota National Dealer Council.
- Toyota’s ‘vehicles viewed’ KPI exceeded by more than double between Jan-April 2016.

Sales/Business outcomes:

- Accessory Sales ($) Per New Vehicle Retail Sales, shows upward trend in-line with Showroom 360 introduction.
- “We’ve seen an increase in sales but we’ve also seen a dramatic increase in accessory sales,” Robert Fryer, General Sales Manager–Noble Toyota (one of largest Sydney dealerships).
- The system has also created a new communication channel into dealerships. For example, it has enabled the simultaneous nationwide broadcasting of time critical messaging, including “first look” sessions of upcoming new vehicles thus streamlining B2B engagement.