Conception of online sales and communication channels for a premium car manufacturer.
Initial situation and objectives
- Changing framework conditions, increasing digitization of potential customers and shifting everyday shopping activities into the online world are forcing car manufacturers to rethink distribution channels
- Online distribution channel should not be considered in isolation, but integrated into a multi-channel landscape to enable a seamless brand and buying experience
Approach
- Analysis of competitive activities in the online world, derivation of best practices and critical success factors
- Development of various business model options for an online store
- Development of an online customer journey with interfaces to the stationary car dealership and temporary retail formats
- Formulation of management tasks for digitizing the dealership
- Definition of retail processes for online booking of a test drive
Results
- Digitization topics are firmly anchored in dealer communication
- A multi-channel sales landscape is described and translated into different subprojects for operationalization