Sales channel online-sales

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


  • 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


  • Digitization topics are firmly anchored in dealer communication
  • A multi-channel sales landscape is described and translated into different subprojects for operationalization