Omnichannel – Innovation in car sales Grzegorz Rudno-Rudziński

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

Development of Unity Group

3

4

Omnichannel definition in the organization

Idea of „Customer journey”

LONG AGO

PRESENT

Idea of „Customer journey”

7

Single customer view – across organization

8

Single customer view – basis for omnichannel

WEB SALES

LOYALTY PROGRAM

STORE SALES

STOCK CATALOGUE

ELTCOMSUMER

MARKETING

DBW

CAMPAIGN DATA

CAMPAIGN

MANAGEMENT

TOOL

DISCOVER CHOOSE COMPARE DECIDE PURCHASE OPINIONS

Customer behavior – high-tech retail

Purchasing process feat. choice of marketing tools

Assumptions of omnichannel service 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.

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

Synergy

outcome

Omnichannel strategy

elaborationFields of challengesin omnichannel

Customer life

cycle

management

Response to Customers’

growing mobility

Creation of „buying

online” experience

Development of

touch points

How to go through with these issues?

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

Porsche – website

Porsche – Facebook profile

Porsche 360 –iPad/iPhone application

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

Challenge

Response to Customers’

growing mobility

Actions:

Tools:

TODO

Mobile (responsible) version of website.

Bespoke mobile applications for IOS, Android andWindows Phone.

Goal:

TODO

Hyundai Virtual Guide – Augmented reality

PPG Deco Polska Sp. z o.o.

Application VideoCallApp that is available for employees and clients

Świdnica Carriages SAApplication that enables measurement of carriages in the area with the usage of mobile devises (tablets)

26

• Tailored application for iOS, Android and Windows Phone

• The architecture allows to personalize and conform for specific business needs

Mobile appsCASE 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

27

To be concerned:

Fields of „missing concepts”

• Best way to suport sales

proces/buiyng proces

• Customer suport related to car

• Addtional services

Mercedes-Benz AR driving simulator (development phase)

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.

MINI – promotional campaign NOT NORMAL

Dodge - kampania Doge Dart Registry

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%

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.

Customer touch points

34Innovating automotive retail –McKinsey

BMW UK – zamawianie samochodu online

Dacia UK – order a car online

Hyundai Rockar – order a car online

38

General Motors (US) – Shop, Click, Drive

Audi City London – Digital Car Showroom

Audi City London – Digital Car Showroom

41

Hyundai (UK) – Hyundai Rockar

Hyundai Rockar – Digital Car Showroom

43

BMW (NL) – BMWi Online Store

How to map and plan a roadmaptowards omnichannel retailand service in automotive?

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%

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.

Purchasing process – usage of channels in retail model

48

Case study retail omnichannel commerce

4

8

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)

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

E-commerce of Olek motocykleDistributor of spare parts and accessories

e-store:www.sklep.olekmotocykle.pl

Small firms have been implementing e-commerce models

E-commerce of MotoricusDistributor of spare parts e-store:www.motoricus.plwww.aaltanen.plwww.oponix.plB2B System – Integration with distributors’ service systemsEDI panel with integration with suppliers’ systemsIntegration with ERP systemIntegration with Allegro

Welcome to Unity Group18 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

More than 160 consultants with a breadth of experience and skills

Our team7

Project

Managerów8

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

admins20+

SEO/SEM

specialists

15+

HTML/CSS

developers

en.unity.pl

Architecture model of Omnichannelsystems

Forrester Research (2011)

Unity Groupour offer based on omnichannel support IT architecture.

Front-ends(HTML5, Angular.js, Bootstrap)

Enterprise

Mobile

Mule ESB

Co

nsu

lting

Performance Marketing

SharePoint

Nintex

Emarsys Marketing

Java/PHP/.Net Java/SQLUnity

Commerce

• 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 to10 years of experience

• Over 20 long-term contracts for maintenance and development of Java-based applications

Experts in JAVA based software

development

JAVA-based applications and portals

Selected Clients7

Project

Managerów

Retail

Finance / Media

Automotive

en.unity.pl

• 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

PHP based web applications and portals

Selected Clients7

Project

Managerów

Retail / FMCG

Finance / Telecom

Industry / Pharmateucicals

en.unity.pl

• 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

Microsoft SharePoint & Nintex workflow

Selected Clients7

Project

Managerów

en.unity.pl

Our experience in delivering

services internationally

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 alwaysUser Centric

en.unity.pl

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

We design for multipletouchpoints 7

Project

Managerów

en.unity.pl

web

We can use SCRUM

to deliver faster

en.unity.pl

Dziękujemy za uwagęZapraszamy do współpracy

We look forward to help you to

Plan and execute digital strategy.

Grzegorz Rudno-Rudziński

Managing Partner

grudnoru@unity.pl