MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar
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MUTATION - Disruption in the Retail Model: Redefining the Role of the Brick and Mortar

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Can we reinvent the way cars are sold? This was a challenge Tesla took on firsthand. By rethinking the process from supply chain to the final delivery of a personalised product, Tesla dramatically changed the automobile industry. With an orchestrated experience that is innovative both digitally and brick and mortar, Tesla provides high quality service to its customers in a comprehensive, yet engaging decision-making process. What remains of the point of sale if it is no longer a place for transaction? How can digital influence call to actions at each step of the experience?

Learn, configure and purchase. Guthrie Dolin, Vice-President & Strategic General Director at Odopod/Nurun San Francisco, explained the interaction system set up by Tesla at each touch point with the customer in order to drive sales and ensure satisfaction. Together with Kais Makhlouf, Vice-President Client Services at Nurun, they also discussed other Nurun case studies as relevant examples of historic brands being reinvented online.

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Peut-on réinventer la façon de vendre une automobile ? C’est le défi relevé avec succès par Tesla. En repensant l’expérience depuis la chaine de fabrication à la livraison finale du produit personnalisé dans les moindres détails, et en concevant des concessions sur le modèle de boutiques sophistiquée, Tesla a bouleversé l’industrie. Par l’orchestration d’une expérience complète, innovante, connectée, en boutique comme sur tous les écrans, elleaccompagne un processus de décision consommateur engageant et complexe. Quereste t-il de la boutique quand elle n’est plus le lieu de la vente ? Comment le numérique peut-il influencer le passage à l’acte à toutes les étapes ?

Apprentissage, configuration et transaction : Guthrie Dolin, Vice-President, directeur général stratégie (Odopod – Nurun San Francisco) détaille l’ensemble des interactions mises en place par Tesla à chaque point de contact avec le client, pour le conduire à l’achat et à la satisfaction. Accompagné de Kais Makhlouf, Vice-Président Service conseil (Nurun), des cas également réalisés par l’agence sont analysés comme exemples concrets d’expressions innovantes de marques historiques sur le numérique.

Publié dans : Technologie
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