The BMW Group, one of the world’s largest automobile and motorcycle manufacturers has expanded its relationship with Adobe. The partnership is aimed at supporting the company’s digital transformation of its sales and marketing division. BMW Group includes BMW, Rolls-Royce, MINI and BMW Motorrad, is leveraging Adobe Experience Cloud to deliver personalised digital experiences. BMW Group plans to sell a quarter of all its vehicles online within the next three years.
With a data-driven, personalised approach, BMW Group will provide customers with seamless online and offline experiences. This includes customised vehicles, doorstep delivery, and personalised post-purchase services.
Jens Thiemer, Senior VP Customer & Brand BMW at BMW Group says “Our goal to provide customers with superior service. Whether they interact with our businesses online or offline. Adobe technology gives us real-time data and insights that enable us to deliver personalised experiences to our customers. Experience that builds trust and create relevance.”
“Customers want experiences tailored to their individual interests and needs,” said Anil Chakravarthy, President, Digital Experience Business at Adobe. “The BMW Group impressively demonstrates that it serves the premium segment with a premium experience across all touchpoints. This creates trusted loyal relationships with customers. We are delighted to support the BMW Group as a partner in its digital transformation.”
Bringing the dealerships and digital together
Today, customers use numerous touchpoints to engage with an automotive brand, both online – through company websites or social media channels. In addition to offline via the showroom floor. To unite the two, BMW Group is using the integrated capabilities of Adobe Experience Cloud to intelligently link physical retail with online shopping and deliver well-targeted and connected customer experiences across all channels. This also includes a consistent focus on the protection of personal data. For this reason, the BMW Group only uses information that customers have individually authorised.
For example, prospects can obtain detailed information about vehicles and services on the BMW Group’s website. They will then use an online configurator to put together their dream vehicle based on their future personal requirements. The purchase can be completed directly online, with the vehicle delivered to the customer’s doorstep on request. Customers also have the option of paying a visit to their trusted car dealer. Who, using details from the buyer’s online history will put the finishing details on a vehicle customised to the consumer’s preferences.
Using the data-driven capabilities of Adobe Experience Cloud, BMW Group can make personalised and relevant recommendations. Relevant information includes purchase history and important data that customers provide after purchasing their vehicle. This allows the BMW Group to suggest additional services or technical options tailored to customer’s individual preferences to maximise the driving experience.
Building trust with customers in the digital era
By personalising digital experiences with Adobe Experience Cloud, the BMW Group has an opportunity to build even closer, more trusted relationships with its customers. Adobe’s innovations provide solutions for content creation, asset management, content velocity, and streamlined workflows. The company says it’s solutions deliver experiences at the scale and premium quality customers demand.
In addition, BMW Group uses Adobe Creative Cloud for Enterprises, as well as Adobe Acrobat and Adobe Acrobat Sign. With the range of creative applications at its fingertips, BMW Group is able to create high-quality content at scale.
Enterprise Times: What this means for business
To meet changing consumer expectations in the digital economy, brands need to evolve their data strategy and personalisation efforts. Many of the world’s leading brands are choosing Adobe Experience Cloud. The solution shows real-time customer data and tight integrations across Adobe Experience Cloud are essential to building powerful digital experiences.
The BMW Group plans to expand its partnership with Adobe as part of its digital transformation of marketing and sales. The partnership is expected to produce online and offline experiences including customised vehicles, doorstep delivery and post-purchase services. BMW will need to creatively engage with customers at every step of their journey.
If BMW sales from online soar as a result of this relationship, other automotive companies will take note of how they achieved it. There will be a learning curve for Adobe and BMW. Cars are expensive purchases for most people. Traditionally they have wanted to try out new cars, before buying them. If BMW can succeed other industries will also take note of that success, possibly, even Real Estate.