BMW SA has launched its Virtual Centre, a Web site where existing and potential customers can build their own BMW online, compare different vehicle configurations, or research BMW products before making a real world purchase.
The customer can view his or her preferred vehicle in a range of different interior and exterior colour combinations, and receive a cost estimate based specifically on the car configured online. If the customer can`t decide which of their "e-BMWs" they prefer, they can park them in a virtual garage and view them at a later date.
Motoring enthusiasts can also use the site`s used-car price indicator, which indicates the worth of an existing car of any brand, according to a standard used-car pricing indicator.
Those interested in a test drive can select a dealer and arrange to test drive the car they`ve created at a time that suits them. Each request for a test drive is logged in the dealer portal. The dealer takes responsibility for confirming the appointment with the customer.
"BMW`s e-commerce strategy is aimed at providing a customer-oriented solution for successful sales initiation and sales preparation," says Athol Quin, BMW SA`s e-commerce project manager.
As yet, there is no option to transact online through the Web site - the key requirement for true e-commerce. Quin says that aspect will be addressed by year-end, provided the legal requirements can be met by that time. The transactional capability will run off the BMW dealer network when it kicks off. "In the formative state, we`ll offer BMW financial services only," says Quin.
Meanwhile, BMW SA hopes to leverage off its potential target market`s dependence on the Internet as a tool in the buying process, researching and interacting with the product and the company and preparing themselves for the purchase before actually entering the physical retail environment.
"Those customers who`ve surfed the site will more than likely know what they are looking for before they enter the showroom - and this presents our dealers with the perfect opportunity to make a sale."
Customers can request a cost quote on the car configuration of their choice, specify whether or not they`re looking for a trade-in and supply the relevant contact details.
Once the customer submits the request for offer, it is transmitted to the dealer portal. The dealer e-mails or faxes a proposal to the customer. The response to this request is expected to be generated within 24-hours of the initial request.
"More than 60% of BMW customers in America use e-commerce applications on the Internet in preparing for their day-to-day purchases. Here in SA, we attract more than 45 000 visitors to our site every month and these figures give every indication that BMW enthusiasts are also Internet enthusiasts," says Ian Robertson, BMW South Africa MD. "We therefore decided to move as fast as possible in implementing an e-commerce application for our South African market."
"Eleven BMW car dealers and eight motorcycle dealers across the country are already interacting with customers via the site and the rest will be on board by the end of the year," says Quin.
The BMW Virtual Centre has been in development since January, and initially went live at BMW France in July. The South African site has been live since August.
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