MSIL has sold 2 lakh units with over 21 lakh digital enquiries since April 2019.
One of the early movers in auto industry, Maruti Suzuki commenced online bookings in 2017.
As customer behaviour further shifts online, dealership’s websites are witnessing a much larger traffic flow. The positive results of the initiatives are evident as digital enquiries for Maruti Suzuki have seen a 5-fold increase to around 20% of total sales. In the prevailing COVID-19 scenario, the digital enquiry contribution has further increased exceeding 33% during the last 5 months, the company said.
Shashank Srivastava, Executive Director (Marketing & Sales), Maruti Suzuki India Limited said, “Nearly 95% of new car sales in India are digitally influenced as per the Google Auto Gear Shift India 2020 Report. Customers first research online and then buy at the physical dealerships. While online experience provides the complete spectrum of information to the customers, at the last mile the customers seek assurance of the deal from their trusted dealer advisors. Interestingly, customers who enquire through our digital channel end up purchasing a car within 10 days. This reaffirms that with a robust online to offline platform executed by a digitally enabled salesforce, converting digital enquiries into sales becomes easier. Since, the introduction of this new digital channel in 2018, we have witnessed three times increase in digital enquiries and recorded sales of over 2 lakh units since April 2019. This digital channel has helped to generate over 21 lakh customer enquiries.”
He added, “We witnessed a two-fold increase in ‘Near Me’ customer searches for Maruti Suzuki dealers. Our investment to create a hyper-local platform is to help customers discover faster and connect to their nearest dealers. This initiative has seen rapid growth in the recent times. In the last 2 years, we have integrated over 1000 dealerships across 3000 online touchpoints in this digital transformation journey”