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Digital Due Diligence, Automotive

OMMAX Teams up With BMW to Optimize Their Digital Customer Touchpoint

OMMAX and BMW (€ 104.210 billion rev.) team up together to optimize BMW's digital customer touchpoint architecture. 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.

Munich, 3RD 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.

Lisa Steinhauer, Marketing Manager at BMW: “We chose OMMAX as a partner since we were looking for a digital consultancy that is experienced in both, digital strategy and digital execution and therefore has an in-depth understanding of the challenges of digital customer journeys. We are very happy that we found such a partner and are looking forward very much to starting the cooperation with OMMAX.”

Dr. Stefan Sambol, Partner at OMMAX: “BMW outperforms competition in Germany in terms of creating a digital ecosystem and connectivity and understands the disruptive potential of digital buyer journeys and embraced its opportunities. We are delighted to work with such profound experts on defining additional optimization potentials for other regions and are looking forward to driving digital customer touchpoint excellence together.”


With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 31 production and assembly facilities in 15 countries; the company has a global sales network in more than 140 countries.

In 2019, the BMW Group sold over 2.5 million passenger vehicles and more than 175,000 motorcycles worldwide. The profit before tax in the financial year 2019 was € 7.118 billion on revenues amounting to € 104.210 billion. As of 31 December 2019, the BMW Group had a workforce of 126,016 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

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OMMAX is a digital strategy consultancy based in Europe, specializing in sustainable digital value creation while catering to an array of mid-sized companies, large enterprises and more than 30 private equity firms around the world. Composed of >150 employees and with >700 projects in the fields of digital strategy, digital operational excellence, data science, and transaction advisory services, OMMAX is a forerunner concerning holistic data-driven strategy consulting and end-to-end execution of digital solutions.

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