An expansion of Cadillac's digital showroom came at just the right time — weeks before the pandemic forced many dealerships to temporarily close their doors.
What started as a pilot of Cadillac Live became an effective tool for the brand and its dealers to continue showing customers vehicles remotely and offer personalized incentives throughout the pandemic.
At the end of 2019, Cadillac began a U.S. pilot of the virtual showroom, which operates out of Toronto with live product experts and had been successful in the Canadian market. The tool was designed to help Cadillac understand how customers want to shop, Melissa Grady, chief marketing officer, told Automotive News at the time.
After quick success with the platform, Cadillac began a national rollout four months earlier than planned, to coincide with the launch of the 2021 Escalade.
Since then, the tool has led to more than 3,000 leads and a conversion rate of more than 6 percent, said Marceline Perez, associate director of media and performance marketing at Cadillac.
Through Cadillac Live, shoppers are matched with a personal shopper and browse Cadillac's lineup through an online video chat. For the most part, the tool — free for dealers — was intended to be used after hours when most dealerships are closed, though many dealers relied on it when they shut their doors to curb the spread of the coronavirus.