smart's new omnichannel approach – A choice for a personalized customer journey for a better buying experience
E-commerce has rapidly gained massive importance in European consumers. It is becoming part of all areas of life and also increasingly important for the purchase of cars. Therefore, it is not enough to provide just the opportunity to buy a car online, but to focus especially on innovative, flexible, convenient, and affordable mobility offerings on top. It was only a logical step for smart to completely rethink the customer journey in line with the demands of future smart #1 drivers.
smart #1 Pro + in Meta Black Metallic / Lumen Yellow.
Freedom of choice on how, when and where to purchase smart #1
smart has built up a digital eco-platform ensuring a convenient and smooth shopping experience. It will allow every potential future smart customer to switch seamlessly from online to offline channels and back for each step of the customer journey depending on individual preferences. Thereby the customer is leading the flow of the sales journey and pace across all touchpoints available – digital and IRL – since the physical retail in its updated form will remain a vital factor for success at smart.
An example: Alex can also create a profile online, select his favorite car, save it to the garage and then have a specific consultation with the expert based on his pre-selected product. A few days later, Alex just logs in to the own profile again and books a test drive at his/her agent of choice. After the test drive, Alex is convinced and starts customizing his/her new smart #1 online in 15 minutes. As Alex still has a question about the payment options, he/she contacts the smart Customer Engagement Center (CEC), either via phone, e-mail, Facebook, Instagram, Twitter or even iMessage or WhatsApp. After receiving advice, Alex decides to lease, orders the smart #1 online and finalizes his/her smart mobility lease contract directly online via the smart website.
smart #1 purchasing journey.
Tailor-made variety and intuitive operation for a unique shopping experience
The new digital eco-platform connects all touchpoints along the customer lifecycle and further integrates diverse functionalities and partners for an intuitive E2E online shopping journey. In comparison to multichannel purchasing operations, smart can navigate all channels from one platform, by creating a seamless and consistent online-offline customer journey. Thus, smart corresponds precisely to the current zeitgeist, as recent studies prove the need to see end-to-end online purchase options with fixed prices and home delivery.
In addition, smart integrates precisely those experienced partners into the digital eco-system who contribute the relevant knowledge and expertise for a smooth purchase or leasing process - for the whole of Europe. Be it ALD for leasing or Conduent as a partner for the Customer Engagement Centre. The consumer not only benefits from an attractive price-performance ratio and best price but can also look forward to a smooth purchase experience.
Customers can individually design their smart #1 purchasing journey.
Fully transparent and secure purchasing process
As with any purchase, consumers have certain rights (and obligations) that safeguard them.
smart offers a very reliable, close-knit and experienced distribution network covering sales, after-sales and service activities. As a result, smart not only ensures a unique driving experience with the smart #1, but also a needs-oriented and intuitive experience before, during and after the purchase.
When it comes to payment options, smart also gives customers various possibilities to meet their individual needs. For this purpose, smart works with experienced and reliable partners in Europe who fit seamlessly into the buying experience.
Thanks to the partnership with ALD Automotive, smart delivers a digital full-service leasing customer journey on smart's websites and dedicated smart agent locations with a smart expert. Thereby, customers can take advantage of adjustable leasing offers. ALD Automotive processes the contracts for these services entirely online, from quotes and credit assessment to e-signing of the contract and manages the lease for the duration of the contract. This holistic approach and overarching data exchange between the customer, smart and ALD Automotive will optimize the pre-lease, in life and post-lease supply chain greatly.
If, on the other hand, the smart customer opts for cash buy, he or she has the option of direct bank transfer. The contract is processed completely online and safely, from the preparation of the offer and the credit check to the electronic signing of the contract - without having to deal with a huge pile of paperwork.
The intuitive use and individually designable purchase journey are of course accompanied by the secure and GDPR-compliant processing of all data of the future smart customers. Additionally, smart and its partners are guided by the principle of data economy, only data that is absolutely necessary for the transaction is collected.
Overall, these partnerships enable the integration of secure and trustworthy mobility offerings into the smart End-to-End eco-system and grants a seamless digital experience throughout the complete customer lifecycle.
Our Customer Engagement Center is happy to help you with every question regarding the online ordering process.
You can reach us as follows:
• Phone: +49 711 5507 7020
• E-Mail: firstname.lastname@example.org
• Social Media: Facebook @smart | Instagram @smart_worldwide | Twitter @smart_worldwide
• WhatsApp: +49 151 2845 5631
• Via our contact form on our website: https://de.smart.com/de/service/contact/
Head of Public Relations and Communications smart Europe GmbH