Gaggenau Live - Reimagining the showroom experience in digital
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Project description
Gaggenau Live allows customers to connect to the showroom from the comfort of their homes, via their mobile, tablet or desktop browsers. Customers who scheduled an online 1-1 tour can watch the sales consultant’s live stream and digitally interact with Gaggenau products. The solution provides an enriched, interactive and personalized experience by letting customers review details of their product of interest, configure the products based on their personal preferences, create a list of favourite products, view inspirational product/kitchen images, show their kitchens to sales consultants for guidance and invite family members, friends, architects etc. to join the live session. Gaggenau Live is also designed to digitally empower sales consultants by broadening their product demonstration abilities during a showroom tour and personalizing the experience through a consolidated customers’ interaction dashboard. The solution allows consultants to manage their appointments, review customers’ information and interested products prior to the live session. During the session, the consultant has high control over the experience by simultaneously tracking customer actions through an interaction analyser and tailor the tour instantly based on customer interest. High integration with the product catalog enriches product demonstration experience and allows consultants to push interested products to the customer's screen or configure the products on behalf of them and create an offer list. What makes the solution special is that it is designed to make customers feel like they are in control of the experience by letting them actually interact with the space and products rather than just staying as viewers.
Until recently Gaggenau was hosting walk-in tours at their flagship showrooms located at New York, Munich, London and Istanbul. As the showroom in Istanbul was locked-down due to the Covid-19 pandemic; Gaggenau team wanted to bring their showroom tours online. This would not only allow the continuity of their service but also expand their services to customers living outside of Istanbul.
Gaggenau has collaborated with PwC Turkey Experience Consulting team with the goal of providing the best digital showroom experience in the home appliance market and delivering an exclusive customer experience in alignment with it’s brand promise. As PwC team, we saw an immense potential in designing a unique, custom solution for Gaggenau by taking every aspect of the actual showroom experience into account instead of mimicking commercially available video streaming solutions in the market. Our initial hypothesis was to provide the desired digital showroom experience through immersive technologies (e.g. AR, VR) yet after careful consideration from the customer and brand perspectives, we decided the solution to be device-agnostic, easily accessible and globally scalable. We also wanted the solution to address the needs of all solution users and beneficiaries including customers, sales consultants and dealers.
To consider the solution from business, experience and technology aspects, we compiled a multidisciplinary team of business design, experience design, software development and system integration experts. We first conducted a field research at the Istanbul showroom to observe the current showroom experience and discover possibilities for the online one. Using a human-centered design process, we then conducted in depth research with Gaggenau customers and consultants and understood their needs and expectations. The collected insights enabled us to define the value propositions together with the brand team through co-creative processes, envision an end-to-end journey for customers for the live showroom experience and meticulously detail each step in the journey for both the customers and consultants with the required solutions. During the delivery of the experience, we worked in an agile way closely with Gaggenau teams to design and build the Gaggenau Live solution through an iterative approach. User feedback collected from the regular user tests shed the light on the design and development of the solution.
During our design process, it was critical for us to design a holistic digital showroom experience that is as interactive as physical one and use the advantages of digital to enhance the customer experience by bringing new possibilities which were limited in a showroom environment. We also wanted to make sales consultants who are not so accustomed to conduct online tours feel empowered, confident and at ease with the solution. And this is how Gaggenau Live was brought to life.Gaggenau Live has been up and running since August 2021, enabling Gaggenau Istanbul team to serve their customers from a new online channel. The solution is now planned to be rolled out to other countries and other BSH brands soon. This is a major step for BSH’s Regional Digital Transition team towards “Direct-2-Consumer” at scale.
Until recently Gaggenau was hosting walk-in tours at their flagship showrooms located at New York, Munich, London and Istanbul. As the showroom in Istanbul was locked-down due to the Covid-19 pandemic; Gaggenau team wanted to bring their showroom tours online. This would not only allow the continuity of their service but also expand their services to customers living outside of Istanbul.
Gaggenau has collaborated with PwC Turkey Experience Consulting team with the goal of providing the best digital showroom experience in the home appliance market and delivering an exclusive customer experience in alignment with it’s brand promise. As PwC team, we saw an immense potential in designing a unique, custom solution for Gaggenau by taking every aspect of the actual showroom experience into account instead of mimicking commercially available video streaming solutions in the market. Our initial hypothesis was to provide the desired digital showroom experience through immersive technologies (e.g. AR, VR) yet after careful consideration from the customer and brand perspectives, we decided the solution to be device-agnostic, easily accessible and globally scalable. We also wanted the solution to address the needs of all solution users and beneficiaries including customers, sales consultants and dealers.
To consider the solution from business, experience and technology aspects, we compiled a multidisciplinary team of business design, experience design, software development and system integration experts. We first conducted a field research at the Istanbul showroom to observe the current showroom experience and discover possibilities for the online one. Using a human-centered design process, we then conducted in depth research with Gaggenau customers and consultants and understood their needs and expectations. The collected insights enabled us to define the value propositions together with the brand team through co-creative processes, envision an end-to-end journey for customers for the live showroom experience and meticulously detail each step in the journey for both the customers and consultants with the required solutions. During the delivery of the experience, we worked in an agile way closely with Gaggenau teams to design and build the Gaggenau Live solution through an iterative approach. User feedback collected from the regular user tests shed the light on the design and development of the solution.
During our design process, it was critical for us to design a holistic digital showroom experience that is as interactive as physical one and use the advantages of digital to enhance the customer experience by bringing new possibilities which were limited in a showroom environment. We also wanted to make sales consultants who are not so accustomed to conduct online tours feel empowered, confident and at ease with the solution. And this is how Gaggenau Live was brought to life.Gaggenau Live has been up and running since August 2021, enabling Gaggenau Istanbul team to serve their customers from a new online channel. The solution is now planned to be rolled out to other countries and other BSH brands soon. This is a major step for BSH’s Regional Digital Transition team towards “Direct-2-Consumer” at scale.
