Online sales inquiries increase 59%; car buying experience puts prospective customers in the driver’s seat
IBM and Audi UK, one of the world’s leading premium automotive manufacturers, collaborated to redesign Audi’s website to deliver a far more engaging digital customer experience. During the course of 2020, Audi has seen a 59% increase in UK online sales inquiries despite an almost 30% industry decline in new UK car sales during the pandemic.
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With 90% of its car purchases starting online, Audi UK turned to IBM iX, the business design arm of IBM Global Business Services, to help it reimagine its customers’ digital journey from initial inquiry to ownership. COVID-19 has made “contact-less” online experience paramount as car dealerships had to close or limit in-person operations.
Audi UK’s digital transformation unified its mobile and desktop shopping experiences, enabled by a cloud platform and supported by the latest marketing insights data from Adobe Analytics and agile software development practices.
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Audi UK tailors the customers’ online experience to their prime motivations for car-buying – be it price, driving experience, technology or safety. Visitors are now asked fewer questions, can reach relevant information more quickly and are offered more contact options to take their inquiry further than they could before. Audi UK broke its own online sales inquiries record three times in June 2020 alone.
Antony Roberts, Head of Digital at Audi UK, says: “In a matter of 12 months, our leads have grown exponentially and our sales conversions have improved. We have gone from being poor in terms of the data analytics to being incredibly rich. Through our collaboration with IBM, Audi UK now has the most effective cloud-based online platform across the entire VW Group, building a smarter experience for customers interacting with our brand.”
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