Automotive omnichannel and digital revolution
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The document discusses the evolution and implementation of omnichannel sales strategies in the automotive industry, emphasizing a unified customer experience across various channels. It highlights the challenges of adapting to consumer behavior changes and the increasing role of technology in facilitating sales processes. Case studies and examples from various car manufacturers outline best practices for integrating digital and physical sales approaches.
Automotive omnichannel and digital revolution
- 1. Omnichannel – Innovation in car sales Grzegorz Rudno-Rudziński
- 2. 2 Agenda 1. Sales models transformations 2. Defining omnichannel model and its major challenges 3. Case studies – automotive sector 4. Inspirations and next step 5. Unity group competency
- 3. Development of Unity Group 3
- 4. 4 Omnichannel definition in the organization
- 5. Idea of „Customer journey” LONG AGO
- 6. PRESENT Idea of „Customer journey”
- 7. 7 Single customer view – across organization
- 8. 8 Single customer view – basis for omnichannel WEB SALES LOYALTY PROGRAM STORE SALES STOCK CATALOGUE ELT COMSUMER MARKETING DBW CAMPAIGN DATA CAMPAIGN MANAGEMENT TOOL
- 9. DISCOVER CHOOSE COMPARE DECIDE PURCHASE OPINIONS Customer behavior – high-tech retail
- 10. Purchasing process feat. choice of marketing tools
- 11. Assumptions of omnichannel service model
- 12. Omnichannel model for automotive The omnichannel sales model in the automotive branch refers clients to experience coherent and unified elements of engaging, sales and services processes regardless of channel or contact form with distributor or vender.
- 13. 43 • A switch from multi-channel to omni-channel • Growing popularity of e-stores • The increasing role of big data and analitics Sales models • Growing complexity • Faster pace of change • Dynamic technological progress Product evolution • Financial institutions • Insurance and leasing companies • Portals for car comparing • Configuration portals The increasing influence of stakeholders The increasing competitiveness in sales and after-sales service • Internet became a starting point of purchasing process • Mobile preferences • Need to conform • Growing demand for used cars and fleet service • CO2 limits • Security standards • Repair regulations • Direct sales regulations Regulations Changes in Customer behavior Observed changes in car sales model
- 14. Synergy outcome Omnichannel strategy elaboration Fields of challenges in omnichannel Customer life cycle management Response to Customers’ growing mobility Creation of „buying online” experience Development of touch points
- 15. How to go through with these issues?
- 16. Actions: Tools: Implementations of coherent and long-term omnichannel strategy. Close cooperation of Importer with Dealers that will enforce Customer brand perception. Workshops – retail as a banchmark Internal silos barriers Goal: To provide Customer with smooth and coherent experience in all sales and communication channels. . .. Omnichannel strategy elaboration
- 18. Porsche – Facebook profile
- 19. Porsche 360 –iPad/iPhone application
- 20. Actions: Tools: To gather data about the Customer to simplify segmentation, personalization of offer and service initiation. To rebuild processes and systems of sales, service, marketing and CRM. Data bus allows information workflow between applications in dispersed architecture. Centralized CRM system that makes Customer data available for an Importer as well as for a Dealer. Goal: To inspire Customer’s trust on all stages of his life cycle from looking for a car to after-sale service. The first contact Research and test drive Making a purchase Customer life cycle management Car collection Service Change for a new one
- 21. Challenge Response to Customers’ growing mobility Actions: Tools: TODO Mobile (responsible) version of website. Bespoke mobile applications for IOS, Android andWindows Phone. Goal: TODO
- 22. Hyundai Virtual Guide – Augmented reality
- 23. PPG Deco Polska Sp. z o.o. Application VideoCallApp that is available for employees and clients
- 24. Świdnica Carriages SA Application that enables measurement of carriages in the area with the usage of mobile devises (tablets)
- 25. 26 • Tailored application for iOS, Android and Windows Phone • The architecture allows to personalize and conform for specific business needs Mobile apps CASE STUDY –m-commerce application for Leroy Merlin Poland • Complete integration with desktop version of Internet store • Gesture service saves data transfer • Integration with online pay services
- 26. 27 To be concerned: Fields of „missing concepts” • Best way to suport sales proces/buiyng proces • Customer suport related to car • Addtional services
- 27. Mercedes-Benz AR driving simulator (development phase)
- 28. Creation of buying online experience Actions: Tools: To identificate the measures of efficiency of Internet campaings. To investigate Customers’ mood with the usage of digital and social media. Performance marketing – the coherensive service in the Internet marketing. Goal: To identificate the crutial touch points with the Customer and use them in marketing campaigns.
- 29. MINI – promotional campaign NOT NORMAL
- 30. Dodge - kampania Doge Dart Registry
- 31. 10h 10h is the average time that Customers spend in the Internet searching for information and making decision when and where to buy a car 46% of Customers would like to buy a car online 46%
- 32. Development of touch points Actions: Tools: To crate new distribution strategy generally based on: • Internet stores, • wirtual shops, show rooms; • test drive centres. E-store that allows to buy a car at home. Bespoke branding portals. Goal: To build an optimal connection sales off- and online in response to changing Customers’ expactations.
- 33. Customer touch points 34Innovating automotive retail – McKinsey
- 34. BMW UK – zamawianie samochodu online
- 35. Dacia UK – order a car online
- 36. Hyundai Rockar – order a car online
- 37. 38 General Motors (US) – Shop, Click, Drive
- 38. Audi City London – Digital Car Showroom
- 39. Audi City London – Digital Car Showroom
- 40. 41 Hyundai (UK) – Hyundai Rockar
- 41. Hyundai Rockar – Digital Car Showroom
- 42. 43 BMW (NL) – BMWi Online Store
- 43. How to map and plan a roadmap towards omnichannel retail and service in automotive?
- 44. 80% of Customers use many devices to search the information that will help to make decision about car purchase 52% of Customers visit dealer’s website during purchasing process 80% 52%
- 45. Customer journey trends Connected customers Permanent connection with Internet, search for the best offer, awareness of scope for choice and opinion cause that buyers are more conscious and goal- oriented New sales models Direct sales, rent, sharing, renewal lease create demand for new models of product and service offers. There are in the automotive branch as well. Ubiquitous digital technolodies Personalizes solutions like Marketing automation, using Big Data and cloud technologies help to fit in Customer’s demands.
- 46. Purchasing process – usage of channels in retail model
- 47. 48 Case study retail omnichannel commerce 4 RTV Euro AGD service www.euro.com.pl ERP System (Store and orders management) Call Center Traditional shop Coherent call-center service Find a shop Check up a store Reservation and packing Information about products and multimedia for sales via telephone Klient: RTV EURO AGD (www.euro.com.pl)
- 48. Leroy Merlin Poland The biggest e-DIY in Poland Range of cooperation • Project, building and permanent development of e-commerce platform since 2011 • Mobile version of store • Mobile applications for iOS, Android and WP • Internet kiosks • Call Center implementation • Intergration with company systems using Mule ESB
- 49. E-commerce of Olek motocykle Distributor of spare parts and accessories e-store: www.sklep.olekmotocykle.pl Small firms have been implementing e-commerce models
- 50. E-commerce of Motoricus Distributor of spare parts e-store: www.motoricus.pl www.aaltanen.pl www.oponix.pl B2B System – Integration with distributors’ service systems EDI panel with integration with suppliers’ systems Integration with ERP system Integration with Allegro
- 51. Welcome to Unity Group 18 years of experience | Over 200 employees | 5 mln EUR turnover in 2015 | Over 100 actively supported clients | Over 500 projects delivered since 1997 | Located in fastest growing IT oursourcing locations in Europe: Wroclaw, Krakow, Warsaw, Poznan Bespoke software solutions (web and mobile) E-commerce & Portals solutions Team outsourcing & Staff augmentation Digital Workplace & BPM solutions en.unity.pl
- 52. More than 160 consultants with a breadth of experience and skills Our team 7 Project Managerów 8 Analityków systemowych 35 JAVA / J2EE Developerów 35+ JAVA/J2EE developers 25+ SharePoint /Nintex/ .NET 8 Project Managers 45+ PHP Developers 2 Python Developers 10+ System Analysts and UX Experts 8 System/DB admins 20+ SEO/SEM specialists 15+ HTML/CSS developers en.unity.pl
- 54. Unity Group our offer based on omnichannel support IT architecture. Front-ends (HTML5, Angular.js, Bootstrap) Enterprise Mobile Mule ESB Consulting Performance Marketing SharePoint Nintex Emarsys Marketing Java/PHP/.Net Java/SQL Unity Commerce
- 55. • We delivered our first Java-based portal in 2001 • More than 100 successful Java-based projects since then • We have particular expertise in: • Internal portals based on workflow and BPM engines • Large scale e-commerce bespoke front-end solutions • Team of over 35 experienced Java consultants, with up to 10 years of experience • Over 20 long-term contracts for maintenance and development of Java-based applications Experts in JAVA based software development
- 56. JAVA-based applications and portals Selected Clients 7 Project Managerów Retail Finance / Media Automotive en.unity.pl
- 57. • Team of over 50 experienced PHP & front-end developers • More than 80 successful PHP-based portal solutions elivered • Our core skills cover: • PHP frameworks (Zend, Symfony, NodeJS, Bootstrap, Less, Sass) • Popular open-source software (PrestaShop, Magento, Drupal, Wordpress, TYPO3, Joomla) • Databases (MySQL, PostgreSQL, Mongo DB) • Integration solutions (Pentaho Data Integration, MuleESB) • … plus many more. Experts in PHP based web software development
- 58. PHP based web applications and portals Selected Clients 7 Project Managerów Retail / FMCG Finance / Telecom Industry / Pharmateucicals en.unity.pl
- 59. • Team of over 20 experienced Microsoft consultants • More than 50 SharePoint projects successfully delivered • Over 20 long-term contracts for SharePoint maintenance and development • 2 awards for SharePoint implementations in „Internale Poland Award” contest • Grand Prix: Best Intranet Portal, for Carrefour Poland (2011) • Best Intranet Portal for SMB, for VB Leasing Poland (2010) • Multiple implementations of Nintex Workflow for SharePoint • Bespoke Microsoft.Net solutions development (also on MS Azure) Experts in Sharepoint / Nintex / .Net
- 60. Microsoft SharePoint & Nintex workflow Selected Clients 7 Project Managerów en.unity.pl
- 61. Our experience in delivering services internationally
- 62. User Research Gathering user insights and experiences to improve product design Visual Design The look and feel of the product Information Architecture Method of structuring and organizing information within the product Usability The product can be used to achieve the end goal Interaction Design Making a pleasent and non-frustrating experience Design of a product or system that’s based around the end-user’s total experience with the system Our design approach is always User Centric en.unity.pl
- 63. Business analisys and users needs analisys Designing and testing • Workshops • Interviews • Focus groups • Participatory Design • Card sorting • Users mental models • Architecture • Mockups and protytypes • Users’ tests • Intercept Surveys • Clickstream Analysis • A/B Testing Analysis and design tools en.unity.pl
- 64. We design for multiple touchpoints 7 Project Managerów en.unity.pl web
- 65. We can use SCRUM to deliver faster en.unity.pl
- 66. Dziękujemy za uwagę Zapraszamy do współpracy We look forward to help you to Plan and execute digital strategy. Grzegorz Rudno-Rudziński Managing Partner [email protected]