Nissan, one of the world's leading automotive companies—whose brand promise is "Innovation that Excites"—offers a whole new way to shop for a car.
CHALLENGE. Nissan approached Designory seeking a more innovative shopping experience worthy of their brand. They asked us to consider a more interactive approach to our storytelling, including a way to integrate the product videos we produce, and also wanted direction on how digital content could be integrated into the showroom.
SOLVE. Our solution is the Nissan Interactive Brochure Hub. As an app, it better reflects Nissan’s innovative brand, plus it’s a single product that’s relevant to both customers at home and sales staff at the dealership. Built on the Adobe Digital Publishing Suite, the Interactive Brochure Hub puts a content library of the whole lineup at the user’s fingertips, encouraging exploration of multiple vehicles and deeper engagement with the brand. It’s a very cost-effective approach, and also includes a web viewer that delivers the same experience on a desktop. Central to our solution was the recognition of a gap in information available to shoppers: that is, a clear presentation of a vehicle’s “grade walk” or trims. Our insight was that consumers don’t understand the multitude of versions and options, which leads to confusion, frustration and ultimately – at the brink of purchase – mistrust of the brand and dealer. Hence, each brochure breaks it down into the “Why” and “Which” of car shopping: ‘Why’ shares the full story of that particular Nissan, why the user should consider it over its competitors; ‘Which’ takes the user through all the choices – trim levels, colors, options, packages and accessories – involved in selecting just the right model for them. In short, we’re serving up deep product information while simplifying the decision-making – just what a shopper needs to feel empowered and confident.
RESULT. Focus groups with in-market shoppers showed that the app clearly met the identified need for transparent product presentation, especially when navigating through what is often a daunting array of trim levels and options. Participants appreciated the detailed descriptions of trim levels and supporting imagery. They better understood the value of stepping up to a higher trim level when they could see it included features they truly desired and fit with their lifestyle. Early reaction from dealers is also extremely positive. They are embracing the app as a sales tool for their staff and promoting it on their own social media platforms.
Digital Strategy, Technology, User Experience & Design, Integrated Marketing, Content Marketing, Analytics & Insights, SEO / SEM, Point of Purchase
Downloaded on a dealer tablet, the Interactive Brochure Hub brings digital product presentation right into the showroom and, along with it, greater transparency to the whole car-buying process. Now the salesperson is just a few swipes away from being better informed and more credible in the eyes of the customer, encouraging a transaction built on collaboration rather than bargaining. Indeed, the app’s greatest value to Nissan could be its potential to increase customer satisfaction rankings.
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