How to Sell Cars Online (Fast)
Digitalizing Škoda's sales literature
Many automotive constructors face a challenge when trying to attract younger customers through their respective channels. Awareness is one thing, convincing someone to buy a car is another. Most people demand a certain depth of information in order to make sophisicated decisions. Those are either provided by a personal consultation at the dealership or comparing features and offers in the sales literature. How could we possibly transfer that same depth of information online? A way for Škoda was to digitalize their catalogues.
Snackable content
As mentioned, these had to serve two different purposes. Attract customers by gaining their awareness at first and then educate them further.
A two-dimensional navigation divided those two parts visually and helped the user to choose on where to dig deeper. The vertical layout, optimized for mobile use, allowed for a user experience similar to your social media feed. Fullscreen images, bold headlines and videos gave an instant impression of the content to come. The horizontal navigation then made additional information visible through slideshows, hotspots or linkouts.
Tweaking a running system
To minimize costs and optimize the workflow we build on existing structures within the conventional catalogue production. Using their very same assets and contents we build an InDesign template to serve the new digital needs and integrated it perfectly. With the help of a simple PlugIn. in5 made videos, transitions, slideshows and mobile interactions possible. The result were interactive webpages built with the same resources that already served the catalogue.
Integration
The newly created booklets must not interfer with the website as an informational source. And they definetly don't replace awareness touchpoints on social media for example. They rather connect and create shortcuts from first touchpoints to later stages of the funnel.
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