Fractalink - Maruti - Setting benchmarks for the automotive digital presence

One of the most popular and high selling car brands in the country, Maruti Suzuki underwent a major digital facelift last year.

They felt the need to keep pace with changing consumer behavior who used the digital medium extensively to explore their option which meant that Maruti needed to engage their customers on this medium experience.

Research showed that customers used the digital medium during the exploration and consideration phases of the buying journey.

The brief was therefore to create several digital assets that went together to create an omnichannel ecosystem for customers that traversed the web, tablet and touch screens in their showrooms.

A lot of automobile brands across the world have been revitalizing their digital properties and the benchmarks for creativity and innovation were already high.

That combined with the mandate to create designs that can be easily maintained and scaled in the future posed a challenge that we had to meet.

The buying journeys of several personas were mapped in detail to understand and identify the points at which the buyer needed more details, needed handholding, and what point a visit to the showroom and a test drive became important.

Features and Interactions were built for each of these identified needs to keep the user engaged.

We brought new thinking to every part of the customers buying journey; the compare feature that helped in the consideration phase to the Build my Car which helps customize and personalise the car.

As part of the Omnichannel experience, we built a large touch screen dealership experience that brought the cars to life.