String's Automotive Marketing Blog

Google Glass for Vehicle Merchandising

Posted by Dan Fontaine

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Oct 8, 2013 5:10:00 PM

We're thrilled to feature a guest post from Dan Fontaine, e-Commerce Director for the Colonial Automotive Group, one of the fastest-growing groups in New England.  Dan will be checking in with us occasionally to talk about applications for Google Glass within auto dealerships.

Google Glass has been out since about May for a select number of Glass Explorers. Since picking up my device in late June at Google’s NYC offices, I have been exploring (pun intended) ways to use Glass in our dealerships. 

photoSo far, it's been a valuable tool for dealership walkthroughs, which has been beneficial to our internal processes.

Lately, I have been using it to do vehicle walk-arounds with a sales consultant. The beauty of Google Glass is that it really puts the viewer in a true first person perspective. 

Glass has the potential to take someone that is sitting in their office or on their couch and put them right there on the lot with the salesperson.

Here is a video of a Walk around with Dave Egeland of Colonial Chrysler Jeep Dodge of Hudson.

Dave shows me the 2014 Jeep Grand Cherokee Overland Summit, which is a top-of-the-line model and has a ton of unique features and benefits. Dave can now use this to send to clients that inquire about the 2014 Overland Summit, as well use it in our e-newsletter and on our website.

Having this video available on the Vehicle Details Page would also be a favorable option. Video has a huge impact on an effective digital presence and the video that Google Glass captures is 720p in quality and shows the vehicles in ways that you typically won’t find though the viewer is actually behind the wheel. 

Glass to Present a Product and Test Drive

In another video I did with Brendan Chamberlain of Colonial Volkswagen of Westborough, we elected to do a full product presentation, as well as a test drive.

In the video, Brendan answers my questions and we go on a quick test drive. I want to call this series of videos "Glass Drives" because again, Glass really puts the viewer in the driver's seat. The audio quality of the video captured from Glass is adequate and no external recording devices were needed.

While both of these are just the tip of the iceberg, I have a number of other usage scenarios that I am testing out. In the three months I have had with the device, I certainly feel that Google Glass has a place in dealerships. We will be refining our processes and doing more with them.

Look forward to updates in the future about how I am using Google Glass in the Colonial Automotive Group.

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Topics: automotive marketing, vehicle merchandising, Google Glass