German auto manufacturer to market its e-commerce shop after a “strong start”
BMW is to invest resources into marketing its e-commerce website as the German auto firm notices an increase in the number of people purchasing luxury cars online.
Skeptics will be surprised to learn that BMW believes its Retail Online e-commerce site is the way forward for luxury car sales. The e-commerce platform was launched last year with BMW claiming it has had a slow but steady start.
Despite BMW’s declaration, many people remain unconvinced that consumers will commit to such an expensive purchase online. However, Paul Ferraiolo, the UK marketing director for BMW, told The Drum that the majority of online sales have been for the most expensive and luxurious models, “suggesting there is an interest from well informed, time poor, customers”.
Prospective buyers on BMW Retail Online can choose their preferred model and select customisation options. A BMW expert is available 24/7 via live-chat to help the customer along with their selections. Checkout and payment can be made on the spot or the prospective buyer can arrange a test-drive at their local BMW dealership.
Due to Retail Online’s “strong start”, the Bavarian auto manufacturer is now planning a marketing campaign to increase awareness of their online shop.
Mr Ferraiolo said: “The prominent focus will be integration into events, tactical campaigns, national ads and more focus on our website. A major focus will be how we bridge the gap between the physical and online spaces.”
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