BMW Concessionaires App
Campaign: BMW Concessionaires App
Company: Cherrypicks
Client: Sime Darby Motor Services Limited
Project Summary:
Cherrypicks has built the first-ever One-Stop car brand experience with BMW & MINI in Hong Kong and Macau. The BMW Concessionaires App was developed from scratch after Cherrypicks held design thinking workshops with various stakeholders of BMW & MINI to truly understand the real pain points and user journey map of their end-users, BMW and Mini customers or potential customers, and found suitable solutions to cater the entire automotive customer journey from pre-sales, sales, loyalty services, online shop, maintenance to after-sales services, all on one platform. The app was launched in Oct 2020, and achieved over 10k downloads on iOS and AOS. This innovative app is the first-ever car branded app that covers the all-in-one service cycle from pre-sales to after-sales in Hong Kong. The eShowroom and Discover promotions were two of the most popularly used features, while implementing the AI chatbot has significantly enhanced operations efficiencies. This is a successful mobile transformation case in town among the luxury car industry in Hong Kong.
Background:
BMW wishes to reinforce BMW owners’ loyalty, including demands for the potential prospects and thereby achieving revenue generation. Prior to developing the app, Cherrypicks held Design Thinking workshops with the various stakeholders to truly understand what their pain points were. The end product is an app that is able to align the needs and priorities of different parties with the purpose of easing the operational efficiencies and benefiting sales performance and branding.
Objective:
To digitally transform the BMW & MINI HK and Macau brand with an all-in-one mobile app that provides all the services for customers and potential customers while also simplifying and expediting internal operations. The objective of creating the app is to further improve customer loyalty through loyalty program execution on a point system, create more digital touch points with customers during the BMW journey, provide one-stop solution incorporating sales and after-sales services, conquest potential customers through digital engagement on the BMW Concessionaires App, and to nurture frequent in-app usage habit to strengthen the customer bonding with BMW. Even after the launch of the app, the development team is still continuously improving the app with continuous integration and continuous delivery (CI/CD).
Execution:
Cherrypicks hosted a Design Thinking workshop with all related parties of BMW & MINI HK and Macau, explored their pain points and brainstormed various possible solutions, and prioritized these as the app’s functions and features. The project then went through the development stage using agile methodology, which mutually benefits both the development team and the client. The BMW Concessionaires App uses Cherrypicks’ tried and tested INSTORE platform, an all-in-one loyalty solution, for the infrastructure of the project.
Results:
The BMW Concessionaires App was launched in Oct 2020, and achieved over 10k downloads in iOS and AOS. This is the first-ever car brand app that covers the all-in-one service cycle from pre-sales to after-sales in Hong Kong. Statistics show the eShowroom and Discover promotions were two of the most widely used features. Integrating an AI chatbot to handle frequently asked questions has significantly enhanced operations efficiencies. This is a successful mobile transformation case in town among the luxury car industry in Hong Kong.
