When making a purchase today, consumers have a range of experiences to choose from. Starting with the entirely hands-off approach of Internet shopping, a consumer can buy a product and, with the exception of confirmation and shipment emails, can have zero contact with a human being. In the past few years, this option has become increasingly popular for holiday shopping to avoid crowds, traffic, and hovering sales associates.
On the other end of the spectrum is the all-inclusive shopping experience with all of the bells and whistles. From a personal ‘stylist’ at a high-end retail store to an associate walking you through a once-in-a-lifetime purchase, the one-on-one attention and customized experience can make any shopper feel pampered.
Two big names in luxury automobiles are now offering consumer experiences on either end of the spectrum: Mercedes and Bugatti. Last month, Mercedes-Benz announced the launch of online car sales in Germany. Like many retailers today, the third largest luxury car brand suffers from new consumer habits like showrooming, where potential buyers explore a product in person before purchasing a similar item at a lower price online, often from a direct competitor.
The answer to these challenges? Enhance the offer. In addition to purchasing one of 70 pre-configured vehicles on Mercedes’ website, online shoppers can also receive packages including lease, maintenance and insurance and even incentives like vacations and special events. The advantage is clear: online becomes the one-stop-shop. Dealers may visit customers to assist with the purchase and offer further support, but with the exception of obtaining the vehicle, the online transaction is an independent operation.
For a more personalized experience, Volkswagen-owned car brand Bugatti now offers a test-drive program customized for the ultra high net worth (UHNW) individual. Once an interested prospect is approved by the exclusive program, they can take the super sports car onto private roads and closed airport runways to explore the vehicle’s capabilities, guided by expert Bugatti drivers. When not behind the wheel, guests enjoy five-star accommodations and interactions with other participants.
This opportunity, designed for collectors of supercars and other rare vehicles, is the ultimate customized experience. With a price tag of $2 million (or over $25,000 per day to rent), the Bugatti Veyron certainly demands more than a casual test drive. And if participants intend to buy, the investment in time and resources is well worth it.
As online and mobile sales continue to increase, even for big ticket items like cars and vacations, Mercedes could soon find fellow automakers supporting the independent shopping experience. And a superior level of customer service will continue to be the basis of the sales approach for UHNW individuals. The key is figuring out the appropriate spot on the consumer experience spectrum for your brand to reside.