OMMAX Teams up With BMW to Optimize Their Digital Customer Touchpoint

Munich, 3^RD of November 2020

OMMAX and BMW team up together with the importer partner Borusan Otomotiv to optimize BMW’s digital customer touchpoint architecture in Turkey. 6 out of 10 car shoppers that enter the market are unsure of which car to buy, making not only brand awareness critical in the car buyers’ customer journey but also the targeting of those buyers once discovered. With more and more people buying cars online, there is a need to offer customers tailor-made solutions for such an emotional product that requires high involvement and a seamless journey for the customers. Even though most car purchases are still completed at a local dealership, the question arises on how much of the customer journey is driven by digital touchpoints and how the car buying journey will look in 5 to 10 years. There are hundreds of possible digital touchpoints during such a journey (e.g. through social media, search engines, videos, market places, manufacturers, car dealers etc.) that all need to be balanced very well to ensure a smooth and frictionless omni-channel customer experience.

In the joint project, the customers’ digital touchpoints will be identified in their interaction with BMW. Based on re-evaluating existing and defining new customer personas, there will be a more sophisticated understanding of the customer profile to be addressed. By targeting the defined customer groups through individual surveys and comprehensive market research, in-depth insights into customer behaviour and assessment will be gained. In parallel to the market research measures, the regional market will be comprehensively evaluated based on the relevant digital platforms, content engagement strategies, search trends and the holistic examination and auditing of digital channels performance and improvement potentials. On this data-driven basis, a comprehensive digital strategy for Turkey will be derived and implemented, in which the optimization of the digital performance across all digital touchpoints of the customers can be optimized to meet the market and customer needs in a targeted manner.