BMCar
26 de Agosto, 2020BMCar
About a year ago, one of the largest BMW and Mini dealers in Portugal — BMcar — contacts us to help them build a new online platform that would redefine the vehicle buying process in Portugal.
BMcar had just launched a new dealership in Porto and intended to debut in the digital world.
BMcar had just launched a new dealership in Porto and intended to debut in the digital world.
Continuous product discovery.
After hearing this, we were aware of the challenge that would be facing the automotive digital transformation since the process of buying a car involves several decision steps: How much do I want to spend? Will I pay promptly? With funding? What funding?
So, we held several workshop sessions as the alignment between user needs, business needs, and technology was crucial to the product definition.
After an intensive analysis of the model that already existed (as is), we designed the model we wanted for the future (to be).
Subsequently, we entered into a phase of auditing systems, processes, and documentation. For this, we needed to bootstrap the project. These were the two project phases:
So, we held several workshop sessions as the alignment between user needs, business needs, and technology was crucial to the product definition.
After an intensive analysis of the model that already existed (as is), we designed the model we wanted for the future (to be).
Subsequently, we entered into a phase of auditing systems, processes, and documentation. For this, we needed to bootstrap the project. These were the two project phases:
Integrating back-office business operations.
We had to integrate the platform with all the systems related to BMcar’s daily operations, such as ERPs, CRMs, BMW systems, customer communication, payments, return assessments, and after-sales services. So, we developed a back office that would:
- Manage orders and reservations and exchange all customer documentation.
- Define the financial products (renting, leasing, credit), the entry values, and month numbers.
- Configure the system, such as the order signal value, the number of reservations per customer, or values that appear by default in the filtering.
- Create a videoconference area where salespeople make calls related to a specific vehicle.
- Create a customer management area where it is possible to view the simulations and surveys historic, saved proposals, and wish list.
- Manage orders and reservations and exchange all customer documentation.
- Define the financial products (renting, leasing, credit), the entry values, and month numbers.
- Configure the system, such as the order signal value, the number of reservations per customer, or values that appear by default in the filtering.
- Create a videoconference area where salespeople make calls related to a specific vehicle.
- Create a customer management area where it is possible to view the simulations and surveys historic, saved proposals, and wish list.
Crafting a customer-centric experience.
After a series of surveys carried out by BMcar, the target audience for this new business model would be entrepreneurs or professionals with the financial capacity to request monthly financing.
So, our product had the following characteristics:
- Sale of new and used vehicles: giving consumers the possibility to choose, at the same level, new and used cars.
- Subscription model: pay a monthly fee and have access to a package of vehicles available for purchase or order.
- Access to BMcar payment models: prompt payment or financing (leasing, credit, or renting).
- Possibility of recovery: give an expectation of value, even if it is a reference value (also present in the physical).
- Transparency: ensure customer safety and give visibility to the various stages of the purchase process (workflow).
So, our product had the following characteristics:
- Sale of new and used vehicles: giving consumers the possibility to choose, at the same level, new and used cars.
- Subscription model: pay a monthly fee and have access to a package of vehicles available for purchase or order.
- Access to BMcar payment models: prompt payment or financing (leasing, credit, or renting).
- Possibility of recovery: give an expectation of value, even if it is a reference value (also present in the physical).
- Transparency: ensure customer safety and give visibility to the various stages of the purchase process (workflow).
Moving users through a journey.
Then, we determined the main areas of our website:
1) Find — Combines the user’s needs with the financing or payment methods intended to show customized results: the best vehicle according to the selected indications.
2) Explore — View the vehicle catalog available and filter according to the payment method.
3) BMcar Events — Allows you to create events based on special conditions for customers.
4) Videoconferences — Area for specialized consultants who answer questions about vehicle details, purchasing processes, among others.
5) Client area — It carries out all the purchase processes, from the exchange of legal documentation to the vehicle delivery.
1) Find — Combines the user’s needs with the financing or payment methods intended to show customized results: the best vehicle according to the selected indications.
2) Explore — View the vehicle catalog available and filter according to the payment method.
3) BMcar Events — Allows you to create events based on special conditions for customers.
4) Videoconferences — Area for specialized consultants who answer questions about vehicle details, purchasing processes, among others.
5) Client area — It carries out all the purchase processes, from the exchange of legal documentation to the vehicle delivery.
Less is more.
One of our biggest challenges was to create a simple customer experience. Therefore, we conducted several UX studies so that the vehicle purchase was made with just four clicks.
It was also essential to determine which communication channels were able to ensure fast, effective, and human communication. So, we created an eCommerce platform, implement a marketing automation tool in all stages, and secure a robust call center, with more information for interaction with customers.
It was also essential to determine which communication channels were able to ensure fast, effective, and human communication. So, we created an eCommerce platform, implement a marketing automation tool in all stages, and secure a robust call center, with more information for interaction with customers.
This is only the beginning.
We launched BMcar online platform during the Covid-19 pandemic. During the first week of launch, 65 cars were sold. And to this day: 500. We believe it was a success as it allowed customers to buy a car directly from home, during a time when social distancing was imperative.
However, this is a dynamic process that doesn’t end when we launch a product on the market.
As the automotive sector is highly competitive, it is crucial to remain aware of new technologies and trends. For this reason, we need to continue to improve the relationship with customers and to update the platform daily to guarantee its superior performance.
As the automotive sector is highly competitive, it is crucial to remain aware of new technologies and trends. For this reason, we need to continue to improve the relationship with customers and to update the platform daily to guarantee its superior performance.
