Case – Web2Retail
The customer experience is no longer a 12-step sales process. We are moving, and manufacturers are also noticing this, towards a uniform and comprehensive customer experience. The customer is lured into the manufacturer’s world and then kept in the brand/group environment through the many touchpoints provided. This increases sales, customer satisfaction and customer data can also be managed sustainably. At least that’s the theory.
Goal
Our task was to identify precisely the touchpoints with the greatest leverage and to make a recommendation for action for our customer so that approval could be obtained from the steering committee. In the Web2Retail project and the follow-up project WebxRetail, the aim was to find out to what extent existing initiatives within VW Group IT could be used to contribute to the target image of a uniform customer journey. In addition, the next steps should be defined so that the requirements can be incorporated into the existing initiatives.
Implementation
In the first step, all requirements were documented in several brainstorming sessions with the specialist department, recorded in a Jira board and prioritized with coordination.
Panoff Consulting GmbH carried out a requirements definition with the responsible department and wrote these down as requirements in Jira. This list was used as a jumping-off point for the interviews with the system solution providers.
The next step was to compare the requirements with those of the system solutions. From this comparison, a technical architecture picture was drawn up. This resulted in a concept for a digital vehicle brochure and digital test drive booking. One of the most important requirements for the specialist area was data integrity and the availability/reusability of the data. A concept for the integration between online and retail was also created. This should ensure that the data is available to retailers and OEMs as on a hub.
From this, a cost and business case was developed for the utilization and creation of functionalities for the existing system solutions.
Result
In the final step, all delivery objects were compiled in a final presentation including recommendations for action so that this can be implemented.
Konstantin Zirkelbach
Consultant
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