Is that true possibility of successfully use best B2C eCommerce solutions for Automotive to gain more clients? Observed changes in car sales model 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. Adoption of B2C retail experienc

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

17. Porsche – website

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

53. Architecture
model of
Omnichannel
systems
Forrester Research
(2011)

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
grudnoru@unity.pl