BMW and Adobe expand partnership for better customer journeys
Adobe has announced an expanded relationship with BMW Group as part of its digital transformation of its sales and marketing division.
BMW Group, which includes BMW, Rolls-Royce, MINI and BMW Motorrad, uses Adobe Experience Cloud to deliver personalised digital experiences as it advances toward selling a quarter of all its vehicles online within the next three years.
"Our goal is to provide our customers with the same superior service whether they interact with our businesses online or offline," says BMW Group senior vice president Customer & Brand BMW, Jens Thiemer.
"Adobe technology gives us real-time data and insights that enable us to deliver personalised experiences to our customers that build trust and create relevance. This is the optimal connection between Human Centricity and Tech Magic."
Anil Chakravarthy, president of Digital Experience Business at Adobe, says, "Customers want experiences that are tailored toward their individual interests and needs. The BMW Group demonstrates that it serves the premium segment with a premium experience across all touchpoints. This creates trust and loyal relationships with customers.
"We are delighted to support the BMW Group as a partner in its digital transformation," he adds.
Customers use a variety of touchpoints to engage with an automotive brand, both online through company websites or social media channels and offline on the showroom floor. To help unite the two, BMW Group uses Adobe Experience Cloud's integrated capabilities to link physical retail with online shopping and deliver targeted and connected customer experiences across all channels. This also includes a consistent focus on the protection of personal data.
For example, prospects can obtain detailed information about vehicles and services on the BMW Group's website and use an online configurator to put together their vehicle based on their requirements in the future. The purchase can be completed directly online, with the vehicle delivered to the customer's doorstep on request.
Customers also have the option of paying a visit to their car dealer. Using details from the buyer's online history, they will put the finishing details on a vehicle customised to the consumers' preferences.
"By personalising digital experiences with Adobe Experience Cloud, the BMW Group has an opportunity to build even closer, more trusted relationships with its customers," says Thiemer.
"Adobe's innovations provide solutions for content creation, asset management, content velocity and streamlined workflows that deliver experiences at the scale and premium quality customers demand.
"In addition to Adobe Experience Cloud, BMW Group uses Adobe Creative Cloud for Enterprise, Adobe Acrobat and Adobe Acrobat Sign. With the full range of creative applications at its fingertips, BMW Group can create high-quality content at scale to engage with customers at every step of their journey."