Pórtico - A new phydigital experience

Since go‑live on April of 2025, Pórtico has been fully operational, converting the gate into measurable demand. Until now, it registered 5,000+ visitors, delivered an average satisfaction of 4.5/5, and generated 150+ sales attributable to Pórtico‑originated leads.

Operationally, real‑time lead creation and routing in Salesforce reduced reception friction and improved time‑to‑engage, while LPR + barrier controls strengthened perimeter security and traceability. Adoption was accelerated through role‑based training and concise lead‑handling playbooks for administration, security, and sales teams, improving data quality and consistency. Beyond immediate wins, Pórtico provides end‑to‑end visibility of on‑site demand (who arrives, why, how they are routed, and outcomes), establishing a scalable pattern for omnichannel growth and cross‑sell.

Implementing Pórtico required orchestrating physical, network, and CRM changes without disrupting daily operations. Infrastructure challenges included trenching and laying fiber to the gate, powering/anchoring LPR, barriers, and kiosks, and hardening outdoor devices while maintaining uptime. On the digital side, we built low‑latency data capture and mapping into Salesforce with role‑based permissions, full audit trails, and an auditable VIP override. The most complex element was change management across security, reception, and sales: new lead‑handling playbooks, exception paths, and clearly assigned responsibilities, reinforced through multiple training waves and recordings. We also addressed explicit security concerns (e.g., preventing unauthorized vehicle exits) via process controls, logging, and restricted privileges.

Pórtico transforms Car One’s main gate into the first mile of a digital, measurable customer journey. What was once an analog checkpoint is now a seamless experience that unifies security, data capture, and commercial activation—turning every arrival into actionable insight.

At entry, LPR cameras and smart barriers manage vehicle flow while self‑service kiosks enable visitors to scan DNI/QR and select their destination. In seconds, a lead is created in Salesforce with “Pórtico” as the source, enriched with visit context and routed to the right sales or service queue. Reception and advisors complete contact details and progress the case, ensuring traceability from perimeter to conversion. A captive Wi‑Fi portal further enriches records with consented contact data, and LED signage strengthens brand presence at the moment of arrival. The solution combines robust infrastructure (fiber, switches, APs, LPR, barriers, kiosks) with lightweight middleware and CRM best practices. Governance is built in: role‑based permissions, full action logs, and an auditable “VIP override” for exceptional cases maintain security without sacrificing agility. Change management underpinned adoption. We delivered role‑specific training for administration, security, and commercial teams; published concise playbooks for lead handling (qualification, reassignment, or opportunity creation from existing accounts); and ran reinforcement sessions informed by frontline feedback. Results validate the design. Since go‑live, Pórtico has been fully operational and has registered over a thousand visitors with a strong satisfaction score, while generating dozens of sales attributable to Pórtico‑originated leads. Equally important, the company gained end‑to‑end visibility of on‑site demand: who arrived, why, how they were routed, and what outcomes they achieved. Beyond immediate impact, Pórtico establishes a scalable pattern for omnichannel growth: physical touchpoints that natively create digital signal, orchestrated in CRM, and measured against clear KPIs. This foundation will support future capabilities—richer analytics, targeted cross‑sell, and adjacent innovations in the on‑site experience—extending the value of each visit from the gate to the entire relationship lifecycle.

The project was implemented at Car One’s flagship complex in Tortuguitas, Buenos Aires Province, Argentina, a high‑traffic automotive retail and service hub strategically located along Panamericana Highway. The site spans multiple business units—vehicle sales, after‑sales, and financing—making it ideal for testing an integrated physical‑digital experience. All infrastructure (LPR cameras, barriers, kiosks, fiber network) and CRM workflows were deployed on‑premise at this location, with connectivity to corporate systems hosted centrally. This geography presented unique challenges: outdoor hardware resilience, secure data transmission over extended distances, and coordination across diverse operational teams within a single large campus.