#NEXAExperience: Maruti Suzuki’s next level of luxury automobile retail showrooms
The company has a commanding market share of 45% and aims to launch nearly 100 NEXA showrooms by the end of this financial year. With this effort they hope to reach out to the 55% of the market that does not buy a Maruti Suzuki product today.
The NEXA launch is a part of the company’s plan to achieve its medium term goal of two million annual sales by 2020. And to achieve this, they are taking new initiatives in all areas of business, including reaching out to new segments of customers emerging in a changing India.
Customer feedback and surveys have shown a growing segment of car buyers in India who desire and value personal care, warmth and attention in their car buying and ownership experience. They want people, technology, showroom ambience and processes to come together and offer them a premium and personal experience – and that is what Maruti Suzuki aims to offer with the #NEXAExperience.
This marks the first ever initiative by an automobile company to create a new format of retail experience. Nearly 1000 Relationship Managers have already been hired from sectors like aviation, hospitality and financial services, and trained by Dale Carnegie. The number is likely to go up to 2500 in the next 6-8 months.
The entire #NEXAExperience would offer 5 star hospitality with special attention accorded to making the buying, after sales and ownership experience smooth and hassle free. A loyalty program MyNEXA is thrown in to offer rewards and recognition through co-branded credit cards and tie-ups with lifestyle brands.
NEXA promises paper less interaction, and will be digitally and technologically advanced with Managers equipped with state-of-the-art iPads and a Car Configurator that provides a virtual experience to the customer. From Apple TVs that mirror iPads, to a digital welcome when a customer comes in for delivery, it is designed to delight. NEXA Owner’s App, a Smart Phone Application is another tech enabler which helps the customer to recall service history, emergency support, accessory purchase, event updates, booking and manage service requests and even a choice of one’s favourite music.
The Design Experience of NEXA showrooms in a black and white prestige monochromatic theme showcases the displayed vehicles in their full glory. Special attention has been given to in-store lighting with the spotlight almost entirely on the car.
The S-Cross will be the first car to be sold through the NEXA channel and gradually the company will be adding new models to their lineup through both standard and NEXA channels.
To know more about NEXA, dial Toll Free at 1800 200 6392 or log in to www.nexaexperience.com.
