Mitsubishi Motors in Ukraine Digital is as powerful as a car engine
A case on how we have increased macro conversion growth in MITSUBISHI MOTORS in UKRAINE car sales by 27% in 3 months.
Objective
MITSUBISHI MOTORS CORPORATION - official distributor of trademark «Mitsubishi» cars, which is represented in all regions of Ukraine by 27 official dealers. It's not possible to effectively manage a large commercial ecosystem and create a positive customer experience without the right digital tools.
Implementation of ERP and CRM systems, comprehensive analytics and automation at all levels of the company's organizational structure are must-haves for a modern enterprise. In the words of the classics, if your business is not online, it does not exist at all.
In this process, our team's objective was to create a digital platform for MITSUBISHI MOTORS, which will bring together a distributor and 27 resellers, and will perform the following tasks:
- satisfy all requests of potential customers on selection and purchase of a new car. We know that the user's way, when choosing a car online, begins with the distributor's website and ends on the website of the dealer.
- standardizes the appearance and functionality of all dealer sites and minimizes the resources required for their administration.
With the first task we have faced more than once, having experience of cooperation with 22 automobile brands. Our team understands very well the user's behaviour and needs at each step of the decision-making process. Moreover, in this niche, the period from initial contact to purchase lasts an average of 88 days.
The second task has become for us a kind of challenge. And that's the reason why.
Each dealer site is an independent and separate resource, with its own analytics and its own promo. So building them on subdomains would limit the ability to promote, especially locally in the regions that Google likes so much. On the other hand, small dealers may lack the resources to administer the site, and it is so important to provide a unified style of content for everyone.
Solution:
- We have developed a digital platform that automatically distributes content and updates from the distributor's website to the independent retailer's website. At the same time, allowing them the possibility of any changes and page layouts.
- They made administering the website easier than Legos, using elements of the admin panel in the form of widgets. You can collect an endless number of pages pre-installed and designed by designer blocks, like in the kit. This saves significant internal resources and does not require support from the agency.
As for the technical part:
- We have set up a two-way data exchange with ERP and CRM systems. This allows you to find out about the availability and configuration of cars throughout Ukraine and in the context of each region. Also, the buyer can find out information from dealers, current prices and their special offers.
- We have implemented a convenient form for signing up for service, where the buyer only indicates the registration number of the car, the desired date, and the site recommends the nearest service centre and the best time. By the way, it also immediately builds a route through a convenient navigator.
- We have developed a loan calculator where future car owners can choose the amount of the down payment, the loan term and the bank with which they will cooperate.
- Additionally, we presented a catalogue of accessories and professional recommendations from car maintenance experts, as well as driving tips and travel equipment.
What did we get as a result?
- It's been 3 months since the launch of the updated website, and the first results in Google Analytics already show an average 27% increase in macro conversions for car sales by the main events of the website and lead generation buttons.
- We have managed to create a truly smart platform that simplifies life, minimizes costs, embodies ideas and helps to design new things without unnecessary obstacles. This is the digital space!
