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Maruti Suzuki India has announced that digital leads for their vehicles have increased over the last four months. The brand said that it has registered a 45 percent growth in digital enquiries during the lockdown period.
The company has been working to digitise all touch points that a customer goes through while buying a car. The brand has digitised 21 out of 26 touch points at the moment.
Maruti Suzuki has also launched a pilot program that brings the brand's finance marketplace to a digital format. The initiative will allow for customers to access all financial options via a digital format.
The brand says it will transition to fully-digital financing options after research and results from the pilot program. The company intends achieving this as early as March 2021.
Maruti Suzuki says that the ease of restrictions that were in effect earlier have helped with a slow increase in sales of vehicles but have noticed that buyers are heavily focused on social distancing and prefer to stay away from showrooms, except while test driving a car.
Maruti says that their digital queries have steadily increased over the last two years, and believes it to be the way forward. Digital queries accounted for 5 percent during 2018, 13 percent during 2019, and have touched the 45 percent mark this year - clearly showcasing consumer behaviour.
MSIL said that its focus was to strengthen its digital presence, and said that customers would benefit and would have better access to finance related bits of car purchases, effectively reducing the need for human contact and bringing more transparency.
The company also said that it was working towards personalising communications for its customers. The brand will leverage its experience and all its digital platforms to offer the best possible car purchasing experience to all its customers.
Mr. Shashank Srivastava, the Executive Director for Sales and Marketing at MSIL said, "Staying connected with the customer throughout the year is a priority for us because on digital, a customer need not wait for a marketing campaign, instead he/ she can be reached out on demand."
The brand has been employing its digital Customer Relationship Management tool to offer a connected digital experience to all its clients, customers and prospective buyers. The brand uses this platform to study digital insights that help plan marketing strategies.
Thoughts About Maruti Suzuki Registering 45 Percent More Leads Via Digital Platforms
This is expected to be the new trend going forward. The Covid-19 outbreak has brought digital connectivity and activity to the forefront of the industry, and we expect to see a bigger increase in digital trends across the industry.