Masterful digital transformation of Volkswagen Aftersales services
See how a single aftersales campaign generates over 100k views!
90
dealers
6+
years of collaboration
100+
campaigns launched
100k
single campaign views
80+
received enquiries
10%
bounce rate
Marketing activities for close to 80 authorized dealerships of Volkswagen in Poland up to 2015 were mainly focused on traditional BTL services. Facing a challenge, which was to re-establish an integrated, centralised communication of the aftersales segment between the dealer network and the brand's HQ, we quickly dedicated ourselves to switch to digital and new media channels.
The first phase of our collaboration concentrated on in-depth analysis and discovering the uniqueness of the aftersales services themselves. Challenged with strong attachment to well known, traditional means of communication by the market leaders of the automotive industry, we began with network education and consistent introduction of revolutionary format of dealer marketing tools. Central creative platform was established, which resulted in dedicated key visuals, websites, print and POS materials. This led to new ways of active sales campaigns, which were launched based on top aftersales services taking into consideration seasonal points of interest and personalised target group preferences.
Challenge 1:
First digital steps
Challenge 1:
First digital steps
Following years of our collaboration with the Volkswagen brand allowed both parties to get to know their key strengths and opportunities, define brand's goals and introduce satisfactory solutions. Our work was a result on intense and frequent workshopping, where we had a chance to prototype many of the forthcoming activities.
By 2017, taking into account the growing meaning of personalisation, role of emotions and the whole Customer Journey in marketing, a new creative concept was launched. Key indicators? Well known digital customer touch points, focus on positive, high quality services, using emotions to build dedicated offers to drivers.
With the help of field research and client workshops, we began executing the communication strategy using upselling user experiences, which are used by our team up to date.
Challenge 2:
Customer Journey tools development
Challenge 2:
Customer Journey tools development
VW-aso.pl website
A dedicated aftersales website was established, where customers experienced dedicated content about promotions, services, education and good practice. All in clear, well organised beneficial language to quickly receive personalised offers and gain positive attention. Each service is supported with lead enquiry forms, allowing Volkswagen owners locate and choose their trusted dealers. The website has been expanded with a dedicated "Waiting for..." section, where customers awaiting their new car can choose from a variety of additional products and services.
Wheel configurator
Based on assumptions acquired via our dedicated research techniques, we identified key obstacles for customers while purchasing winter wheels and tyres at the dealership and created a dedicated online tool, that simplifies the whole process. Wheel configurator allows users to quickly locate the appropriate product for their car and, without having to haggle, buy it online at vw-sklep.pl.
VW-sklep.pl website
A website built for promotion of Volkswagen Original Parts and Accessories. The product range has been organised based on key indicators: customer needs, car model, intuitive product listing. We have created additional lifestyle content to educate users about the weather conditions, on road safety and fashion.
I love my VW
Original Volkswagen Accessories required a more substantial, emotional communication. We have designed a creative platform: "I love my VW", which is built on positive, feelings of loyalty by brand ambassadors and owners and due to personalised services resulted in a deeper bond between customers and the brand. After all, the car life cycle begins the moment the driver step inside and this experience became much more personal.
Regular marketing activities use generated dealer toolkits to support local dealerships at multi-channel communication in the press, radio, outdoor and digital. All in line with centralised brand identity guidelines at each point of sales.
To attract customers each dealer has access to dedicated vouchers to its customers, who via a dedicated generator obtain personalised offers directly on the Volkswagen Aftersales website.
Challenge 3:
Dealer network support
Challenge 3:
Dealer network support
Own experience content for customers is key to developing an expert image to Volkswagen drivers. Each new car owner is supplied with a unique, personalised welcome movie, an interactive video attached directly to emails sent to customer after purchase. The movie holds information about the product, chosen accessories and features as well as additional, recommended services. All linked to external websites, where even more personalised content has been prepared, to make the experience as complete as possible.
Challenge 4:
Stay ahead
Challenge 4:
Stay ahead
The most recent project, expanding the new car experience, making it even more advanced, is The Waiting Room - an interactive source of knowledge, support and lifestyle for new car owners, waiting for their dream product to be delivered. Its complex architecture is a result of long lasting research, analysis and prototyping and takes shape in an individual customer journey, to make the wait as pleasant as virtually possible.
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ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl
ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl