Four countries, four different language versions, one brand, and one technological solution tailored to the customer’s needs. Outcome? Facilitating the work of Renault car dealerships in the EAST region and enabling their customers to quickly and easily order a car service or purchase accessories. Learn more about R-shop – an e-commerce solution that we have implemented for our client Renault globally – in Poland, the Czech Republic, Slovakia, and Hungary.
Drivers know that owning a car is not only the pleasure of visiting distant corners of the world. Before you decide to take that long journey, it turns out that you need to remember about the MOT or car battery replacement that you have been putting off for several weeks. At work, between meetings, you suddenly remember that you should arrange a change of tyres (after all, winter is coming and in the mornings you are more likely to be greeted with frost than sunshine). At a meeting with a client, you see a presentation with a number that reminds you that these tens of thousands is the number of kilometres you have driven; hence you should think about replacing the old timing belt with a new one. You already have a powerful TO DO list; now it’s time to start ticking things off.
You can call Mr. Mariusz from a friendly workshop and ask him to replace the car battery and the timing belt, make another phone call to Mr. Paweł from tyre repair and arrange a tyre replacement, hoping that somehow these pervasive queues will be bypassed. But that’s not all … it seems that your car MOT ends in December – you should drive to the station. This way, you made three phone calls. Mr. Mariusz is fully booked up for the next two weeks. You have no chance of getting a slot with Mr. Paweł for a month – you can come before the end of work, but there is no guarantee that he will squeeze you in, and there is no news from the vehicle testing station – they have made you wait. And as we know, time is money, nowadays nobody wants to wait.
Renault vehicle owners do not have such problems. All car-related matters can be arranged online – without the need to leave home, make phone calls, or arrange any service in another location. Renault has created an e-commerce concept for its customers, under which customers can not only order services but also buy necessary car accessories. MakoLab has taken care of the technological part of this project and made sure everything worked as it should.
The Renault online store is an entirely new standard of digital after-sales service for owners of this car make. Thanks to the website, users can find out the price of maintenance services (e.g., periodic inspection, tyre and wheel replacement, or seasonal inspection) tailored to their car model and version and order this service online from the nearest authorized Renault dealer. Our task has been to achieve the customer’s three primary goals.
Goal 1 – facilitate the customer in arranging the matter in hand
When a customer enters a car workshop or vehicle testing station, they expect the right person to look after their case and give a specific answer to any question. It would not be good practice to send them from one person to another or to make them wait too long for someone to make a repair. For this reason, the biggest challenge in creating the UX e-shop was to reduce the users’ threshold for entering the site. After entering the main page, the user sees the full range of services offered by Renault and can immediately read the description of the service and decide what they need.
For example, a customer needs to arrange a car inspection. By clicking the appropriate button, they are redirected to the page where they can learn more about the service, and choose the dealer to provide it. After the registration number or VIN has been entered, a personalized service offer is generated that can then be booked. However, until such data are provided, the customer is unable to see any prices. The principle of operation is, therefore, straightforward – when the user provides data about the car, they will receive a personalized offer tailored to their needs.
In addition to booking the service, the customer can also get acquainted with additional materials, e.g., a video about why it is worth carrying out regular inspections or downloading the car inspection program.
Goal 2 – Don’t let the customer get lost
An important goal that we are currently working on is to combine services such as tyre replacement or periodic inspections with the option of buying accessories. As a result, there is one basket for the customer, and at the same time, for Renault managers, there are two purchase processes. It was not an easy task, but we managed to complete it thanks to numerous tests carried out on users and combining their results with available technological possibilities. As a result, a compromise was reached between usability and the client’s (Renault’s) desire to have a single solution in place – the sale of accessories and services on one website. The version currently implemented enables you to book maintenance services online, while, users will soon also be able to purchase accessories for their cars.
The user knows what they need, so they reserve the service required through the website and know how much they will spend on it. In a traditional garage, the situation can be dynamic, and it turns out that instead of PLN 500, we will spend 700 or more. When booking on the Renault website, the customer can be certain of the amount they will pay after the service has been provided.
Goal 3 – implementing the solution throughout the dealer network
It was essential to the client that the tool was used in the entire dealer networks in Poland and in other countries where the solution had been implemented (Czech Republic, Hungary, and Slovakia). The goal was achieved. We conducted training on how to use the solution so that representatives of Renault dealers can easily find a solution that has been designed intuitively. The tool has been integrated with other solutions designed for Renault – the EasyQ application or the Lead Management Tool, thanks to which Renault employees have access to all necessary data to optimize the sales process and take care of even better customer experience. The entire project has been carried out using the Scrum methodology. You can read about why it is worth running projects in Scrum here.
We measure the effectiveness of the solution thanks to web analytics
When creating R-shop, it was impossible to disregard web analytics. Data analysis, including e-commerce, makes it possible to, among other things, improve sales results, customise the website and offer to meet the customers’ needs, increase the intensity of marketing activities and decide which of them contribute the most to generating valuable website traffic. In the case of R-shop, we track website traffic and purchases. We check what customers buy, in what quantities, whether they use promotional vouchers, which services they most often click on, and which product options they choose (economy, original, easy life). We also know how many products have been sold and what their average price has been. Going further, you can check which dealer is the most popular and products of which brand are bought most often. The challenge has undoubtedly been to create a custom shopping basket – this is not typical e-commerce, but an online shop that allows you to book a service, which is ultimately measured as a sold product. We follow campaigns on social media and AdWords and report their effectiveness. Renault is interested in checking customer engagement on the site, that is why we have prepared custom reports in Google Data Studio. Reports show all the necessary information not only regarding user traffic and behaviour but above all actions related to booking, amount, average purchase price, quantity of products sold by the specific dealer.
The R-shop project is so attractive that the platform has been implemented in the entire EAST region (Renault Poland, Hungary, Czech Republic, Slovakia). Besides, the project engages the entire dealer network in individual countries in the active use of the product. The project has been implemented using the Scrum methodology, which has allowed for very dynamic shaping of the product in terms of functionality, UX, and building of business potential with very close cooperation with the customer and mutual trust between the customer and the agency. In the future, implementations are planned in other countries.
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