Maserati starts a new era with the OTO Retail project

Maserati is inaugurating a new era for sales by integrating the virtual and traditional experiences in the purchase process in a new OTO (Online to Offline) Retail project.

OTO Retail is a new commercial proposal developed in close collaboration with dealerships which offers an innovative customer experience. The project adds digital tools to support sales, maintains the centrality of dealerships' role and enables customers to personalise their purchase experience by deciding which aspects should be worked on in a Maserati showroom and which others can be completed digitally.

Using this service, Maserati customers can take advantage of a series of digital touch points. These include making an online booking for your car, or requesting for details or information, as well as remotely requesting for a servicing appointment.

Customers in North America have already trialled a pilot that allows them to configure and book their Maserati online, then complete the transaction at their chosen dealership.

However, e-Commerce is only one part of the Maserati response. The boundaries between online shopping and physical points of sale are blurring to a greater and greater extent: Maserati is ready with a new retail model, where the new customer journey is seamlessly integrated, regardless of the customer's location.

Maserati states that its stores around the world will be gradually adopting this new design, starting next year with newly developed showrooms in Milan and Shanghai.

The personalisation of the customer journey is also becoming even more exclusive, with the option to sign up for the Maserati Fuoriserie Programme, an integral part of the brand's new retail concept. Launched in 2020, the customisation programme is designed to meet luxury consumers' requirements, and makes each Maserati the perfect expression of their personal taste.