Adobe and BMW expand partnership to deliver personal digital experiences
BMW Group has expanded its relationship with Adobe as part of a multimillion-euro digital transformation of its sales and marketing division.
BMW Group, which includes BMW, Rolls-Royce, MINI and BMW Motorrad, is leveraging Adobe Experience Cloud to deliver personalized digital experiences as it moves towards the goal of selling a quarter of all its vehicles online globally. over the next three years.
Through a personalized and data-driven approach, BMW Group will offer its customers seamless online and offline experiences, including personalized vehicles, home delivery and personalized post-purchase services.
“Our goal is to provide customers with the same elite level of service whether they interact with our businesses online or offline,” said Jens Thiemer, Senior Vice President Customer & Brand BMW at BMW Group.
“Adobe technology provides us with real-time data and insights that allow us to deliver personalized experiences to our customers that build trust and create relevance. For us, this is the optimal link between Human Centricity and Tech Magic,” he says.
Christoph Kull, Vice President and General Manager of Central Europe at Adobe, adds, “Customers want experiences tailored to their individual interests and needs.
“BMW Group has moved quickly to ensure that it serves the premium sector with first-class personalized experiences across all touchpoints, helping to build trusting and loyal relationships with its customers,” a- he declared.
A data-driven approach brings dealers and digital closer together
Today, customers use a variety of touchpoints to interact with an automotive brand, both online through company websites or social media channels and offline in the showroom. To unite the two, BMW Group uses the integrated capabilities of Adobe Experience Cloud to intelligently connect physical retail with online shopping and deliver well-targeted, connected customer experiences across all channels.
For example, prospects can get detailed information about vehicles and services on the BMW Group website and use an online configurator to put together their dream vehicle according to their personal needs. The purchase can be made directly online, with the vehicle delivered to the customer’s home on request. Customers also have the option of visiting their trusted car dealership who, using details from the online buyer history, will put the trim details on a vehicle customized to consumer preferences.
To enable this joint journey, BMW Group needs an accurate picture of its customers and their needs, both during the buying phase and beyond. Using the data-driven capabilities of Adobe Experience Cloud, BMW Group can make personalized and relevant recommendations based on customer behavior across the group’s commerce and web presence, condensing the information gathered into a unique personal profile. Customer profiles include their purchase history, as well as important data customers provide after purchasing their vehicle, such as driver behavior and shop visits. This allows the BMW Group to offer additional services or technology options tailored to individual customer preferences to maximize the driving experience.
Building trust with customers in the digital age
By personalizing digital experiences with Adobe Experience Cloud, the BMW Group has the opportunity to build even closer and more trusted relationships with its customers. Adobe innovations provide solutions for content creation, asset management, content velocity, and streamlined workflows that deliver the scale and superior experiences customers demand.
In addition to Adobe Experience Cloud, BMW Group uses Adobe Creative Cloud for Enterprises, as well as Adobe Acrobat and Adobe Sign. With the full range of creative apps at your fingertips, BMW Group is able to create high-quality content at scale to engage with customers at every stage of their journey.
Seamless signing workflows enabled by Adobe Sign, for example, facilitate transactions around the world. In just one year, BMW Group was able to increase its brand transactions by 162%.