Case study

Meeting customers where they are

Conversational sales: A digital approach to modernising sales teams.

Motor Group

Consulting Services

Digital sales, digital marketing, digital experience, customer experience, and modernisation.

Framework

Design thinking

Challenge

A motor group that offers new and used vehicles, parts, and financial services across a network of retailers was experiencing a loss in sales as their retailer visits continued to drop by 9% over five years.

Their marketing efforts were showing healthy engagements across online platforms, but they were faced with the challenge of moving those visitors through the process to their retailers.

Their online tools and forms were no longer converting car shoppers at the targeted rate. Our partner teamed up with us to jointly help the group increase their foot traffic again.

Numbers at a glance

40%

Reduction in cost per lead.

30%

Increase in qualified leads.

12%

Booked test drives.

Solution

When we engaged their leaders to dig deeper, we discovered how important it is for them to maintain a level of human interaction in their engagements that provides the car shopper with a personalised experience and peace of mind.

To deliver a sustainable solution, we set clear goals of how we were going to help them create quality engagements with online visitors and send qualified leads to their retailers without compromising what’s important to them.

Our approach was to combine their marketing and sales efforts by integrating their online and offline channels processes. To achieve this, we recommended a digital platform that connects their sales team live to online shoppers.

Result

Our work highlighted the importance of engaging their online visitors during the research phase of the buyer journey by meeting them where they are and by giving their shoppers the power of choice in how they communicate and engage retailers.

By converting their offline retailers to digital showrooms, we created a new avenue of access to their retailers that is seamless and convenient and gives their online shoppers the showroom experience, wherever they are, in real time.

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