In the automotive industry, aftersales really matters. In fact, for most car manufactures, it’s where the majority of profits are made. However, BMW & MINI headquarters in Germany had never had a trade marketing programme in place to support their genuine parts sales.
In 2014 RLA won the contract to deliver BMW Group’s first ever global solution: a suite of digital tools, creative communications and localised marketing support for a new Partners in Quality global marketing programme.
It’s been designed specifically to provide the platform for BMW & MINI markets across the globe to grow this lucrative side of the business. Specifically to assist Dealers to maximise their hyper-local opportunity, and increase trade volume profitably through the sales of Original BMW Parts and MINI Original Parts to Independent Repairers, Bodyshops and National Accounts.
Built on the latest version of RLA’s ‘Thrive’ portal platform, the bespoke solution includes a selection of integrated modules including a live Campaign Builder, Marketing Asset Manager, Automated Rewards Programme and field-based Sales Rep iPad App. The overall Partners in Quality solution also includes a strategic and operational marketing support service, promotional development, CRM management and events to enable every market to deliver professional communications to their local target audiences.
The initial markets; Italy, Australia, Russia, UK and France, South Africa and Canada are now going live throughout 2015. With a second phase to include; USA, India, Singapore, Brazil, Nordics (amongst several others) which will take the total global programme footprint to 27 operational markets by the end of 2016.