“How do you sell a vehicle that people can’t see, touch, or feel?”
Jenna Thompson, digital retail marketing manager/technology and personalization at the Lincoln Motor Co., was charged with tackling this complex question as she sought to promote the auto marque’s 2018 Navigator, a luxury sports vehicle (SUV) released late last year.
There were challenges that focused Thompson’s strategic direction: the vehicle boasted a starting price of approximately $70,000, while a top-of-the-line model could send a buyer racing past the $100,000 mark. In tempting affluent consumers to snap up...