MUMBAI: AJAX Engineering, a manufacturer in the construction equipment sector, is testing a new approach to connect digital leads with its dealer network using personalized video messages, powered by AiVANTA’s IMPACT platform.
Dealers often struggle to convert online inquiries into meaningful interactions, as leads frequently arrive without context or actionable details. To address this, AJAX now sends every incoming lead a short, automated personalized video that includes the customer’s name, the product of interest, and details of the nearest dealer with contact information and a Google Maps link. The video messages also support regional languages and provide options to call the dealer, book a demo, or request more information.
Delivered instantly via WhatsApp and email, the videos allow AJAX dealers to respond to customers quickly and with greater context. Early results suggest that such personalised communication can improve lead-to-conversion rates and increase footfall at dealerships, particularly in high-involvement product categories like construction equipment.
Karan Ahuja, co-founder, CEO AiVANTA, said, “Our collaboration with AJAX Engineering demonstrates how personalised, tailored video communication can transform dealer ecosystems. By bringing personalization and regional accessibility into the lead journey, we are helping OEMs and dealers work in closer alignment to serve customers better.”
This initiative by AJAX Engineering reflects a growing trend in dealer-led industries, where digital-first engagement tools are being used to enhance offline interactions. By bridging the gap between online inquiries and dealership visits, AJAX aims to improve customer experience while supporting dealers in achieving better outcomes.
AJAX and AiVANTA are now exploring additional use cases to engage existing customers through personalized video communication, focusing on boosting customer lifetime value through AMC contract renewals, increasing spare part sales, and creating new upselling opportunities.
