Buy new BMW online in 10 mins 30 | 11 | 2015
BMW HAS LAUNCHED a new way of buying a new BMW. Using the new tablet-based BMW Retail Online, available via www.BMW.co.uk, customers are now able to explore, spec, order, part exchange, have finance approved and arrange delivery all online … and all in the space of just 10 minutes.
The new online facility takes customers through a step-by-step approach to choosing the right car and getting a finance quote, before passing them through to a dealer to complete the transaction.
Every step can also be supported by a BMW Genius or a sales executive at the retailer via live chat or email.
Customers can even see an estimated delivery date for their new car, and if it’s too far away the system will make alternative suggestions to reduce the wait, either with a slightly different spec or from cars in BMW stock.
The move has come in acknowledgement that 97% of buyers research their car purchase online and customers now visit a retailer an average 1.4 times before completing their purchase. This compares to an average of four visits per purchase in 1998. Industry research also indicates that nearly half of all buyers would consider buying online.
“We are the first car manufacturer to offer a digital sales solution for the entire product range and the full end-to-end buying or leasing process online," Ian Robertson, member of the board for sales and marketing, said. "Now, the customer can do it all from the comfort of their home.
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“Digitisation over the next five years will be more than we’ve seen in the past 100 years – and it’ll affect the way we sell and the way we make our cars.
“We know the number of dealer visits have reduced from 4.5 to 1.5 when buying a car and our dealers are telling us that showroom traffic isn’t as good as it used to be, yet they’re selling more cars. And we know that 95% of our customers research their purchase online.
“This is making the whole process easier, more comfortable and more transparent.
"The integration of the BMW Genius via live chat and retailer messaging functions where the customer is able to get personalised support in real time, makes this system unique and a new benchmark for the automotive industry."
Though the buying process can all be done online, a level of human interaction is still vital, he said, to provide personal guidance and peace of mind for the customer when required.
Multi-channel chat options (webchat or email) mirror the in-showroom BMW Genius experience and are offered from 8am to 10pm.
Before being rolled out nationally, BMW Retail Online was trialled with nine UK retailers and proved such a success that 95% of BMW UK retailers have decided to offer this service to their customers.
The key elements in more detail are:
Find your BMW (Optional needs analyser)
Helps customers find the ideal vehicle for their needs
Four questions to select the right car:
Where do you drive?
How many people ride in your car?
What needs to fit in your boot?
What’s important to you?
Suggests preconfigured cars with options most bought by other customers in the UK.
Genius live-chat
Personal support
Webchat or email
Opening hours from 8am-10pm, seven days a week
Vehicle configuration / check delivery times
Fully configure a car, or get a proposal for a pre-built car with faster availability
Finance offer
Full integration of BMW Financial services
Easy-to-use finance calculator
All national offers are included online
Retailer online showroom
Chat with a sales executive of the selected retailer
Arrange a test drive
Get independent car valuation of your vehicle
Finalise all elements of the purchase
Online credit check
Full online credit check with 90 seconds feedback if auto accepted
Payment of instalment, deposit or full price online or by phone
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Jim McGill