Digital Test Drive Journey.
The opportunity.
The test drive is one of the most important moments in the automotive customer journey moving a customer from digital consideration into a physical product experience.
I led the development of a more connected test-drive journey, bringing together digital customer experience, retail processes and physical interaction to create a more seamless experience from booking through to the test drive.
My Role.
I worked across Product, IT, UX, Digital, Retail and National Sales Companies, translating customer and business requirements into a scalable solution. My focus was not just on the technology side, but to ensure that the digital experience could integrate with the way retail teams operate; creating a solution that was both customer-centric and practical to implement across markets.
From digital to physical.
Discover
Digital engagement creates awareness and interest.
Book
A simpler connected journey moves the customer towards the test drive.
Experience
Digital and physical touchpoints come together around the vehicle.
Follow-up
The relationship continues beyond the retail interaction.
What I learned.
For me, successful digital retail transformation is about connecting technology to the real customer journey.
The strongest solutions are not digital features in isolation. They bring together customer needs, business processes, technology and frontline implementation into one experience.
Customer journey → Digital solution → Retail execution → Scalable implementation