The Volkswagen Customer Journey Infinity Loop

Explore, trigger, experience, and purchase – so many points of interaction with the customers. Welcome to a showroom experience that’s engaging, efficient, and customer-centric.

A sleek Volkswagen Touareg R SUV is displayed indoors under vibrant purple lighting. The rear of the vehicle, showcasing its modern taillight design and distinctive Volkswagen logo, is prominently visible. In the background, a large illuminated Volkswagen emblem hangs from the ceiling, adding brand emphasis. To the right, a digital signage screen displays a close-up scene featuring a person seated in a car, with blurred details. The setting includes decorative elements like potted plants and large windows that provide a view of an urban outdoor environment.

Explore Volkswagen’s Digital In-Store Journey

Extract valuable lessons and insights to empower your business.

A sleek showroom display featuring a white Volkswagen ID.4 electric SUV positioned under vibrant pink ceiling lights. To the left, a large digital screen showcases a promotional image of the Volkswagen ID.7 driving on an open road surrounded by scenic nature. A digital information stand is placed next to the ID.4, providing details about the vehicle.

The Challenge

Volkswagen’s dealerships draw a crowd. However, most visitors aren’t there with the intention of purchasing a new car, they are booked for tire changes or vehicle servicing and repairs.

This situation presents a golden opportunity to attract “the hidden potential”. The goal is to turn them into leads and ultimately transform them into loyal customers, with the help of digital touchpoints.

A woman interacts with a sleek digital touchscreen display showcasing Volkswagen vehicles in a modern showroom. The screen highlights detailed information about a black Volkswagen car, including its price and features. In the background, illuminated branding and visuals of other Volkswagen models enhance the immersive experience.

The Solutions

Volkswagen’s digital in-store concept includes around twenty different channels and interactive solutions. The goal is to empower each customer to navigate their journey the way they want. The Volkswagen Customer Journey Infinity Loop consists of the stages: Explore, Trigger, Experience, and Purchase. This involves everything from the storefront, entrance, waiting areas, to the car exhibition. The messages vary and aim to attract visitors into the showroom, welcome them, build the brand, increase loyalty, and highlight the range of cars available. With interactive solutions, it becomes easy to display a wider range of cars, educate customers, and generate valuable leads.

We empower our customers by providing the same experience and toolset, whether they engage with us online or offline
Ruben Svartholm
Head of Dealer Digitalisation, Volkswagen Nordic
A man dressed in a navy blazer, white shirt, and pocket square stands on stage holding a small device, possibly a remote control or clicker. He is positioned against a vibrant blue background featuring digital signage graphics, including icons of a clipboard and other abstract shapes. The text partially visible at the bottom reads

Volkswagen, the ‘People’s Car,’ has a longstanding mission to make cars available to everyone. Today, this commitment endures with a diverse range of vehicles designed for all. The brand now operates in more than 150 countries. Electric mobility, smart mobility, and the digital transformation of the brand are the key strategic considerations for the future.

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