LG Barcelona: +40% web conversion giving visibility to Product Experts
LG Barcelona, an official Mercedes-Benz, Smart and AMG dealership, raised web conversion 40% by giving its hybrid advisors online visibility.
LG Barcelona is an official Mercedes-Benz, Smart and AMG dealership in Barcelona, with more than 35 years of experience and part of the LG Automobiles group.
This premium-brand automotive group is entirely focused on giving its customers exclusive treatment. It has a team of advisors and product experts who have successfully embraced digitalization and added value to the online strategy set out by the Marketing team, led by Claire Escartín ( Chief Marketing Officer) and Xavi García ( Digital Marketing Strategist).
When COVID arrived, they were quick to identify the need to keep serving their customers remotely, without losing the professionalism and warmth in their service that so distinguishes them.
Objectives
- Humanize the customer-company relationship within a digital environment.
- Stand apart from the colder experience offered by some automated chatbot solutions or forms.
- Integrate the team of advisors into the sector's digital transformation so they could build a more natural relationship with the customer in the online environment.
More visibility for sales and after-sales teams with Lead2Team
The tool was up and running in less than a week, following these steps:
- Meeting with the advisors to let them know they would have a direct contact space within the website (day 1)
- Corporate photo session for the team (day 2)
- Account setup (day 3-4)
- Creating advisors
- Assigning communication channels to each advisor.
- Organizing advisors into teams.
- Adding the Widget and HiFrame to the company's websites (day 5)
“Lead2Team helps advisors gain visibility, which is always very important for a sales profile. On top of that, adding the advisors within the website provides essential human support for personalized advice and a better, faster decision by the potential customer.”
Metrics from the new sales channels
Lead2Team is a tool that offers a wide variety of channels through which the customer can interact with the advisor, and LG Barcelona's metrics show very good diversification across all of them, with the WhatsApp channel standing out above the rest.
“Over the past year WhatsApp has seen spectacular growth in the number of interactions and conversations held. Have we sold cars over WhatsApp? Yes 😉 ”
WhatsApp leads
Consumer preferences when contacting a company
Today, the buying process has shifted to 60% online – 40% offline.
Consumers turn to the online channel to learn about the product, compare options or read reviews…And they expect to be able to interact with the company through their mobile phone, in the apps they use every day to communicate.
Since the first interaction takes place in the online environment, it's important that product experts stay close to the customer at every touchpoint to move them into the low funnel.
“We call it the online ecosystem. You don't just depend on one piece working, but on many. Among them, the people involved in this process, from the lead manager to the advisors or the product expert. It's important to have a team of advisors that adapts and believes in the system; we bet on a permanent hybrid team. By now, a hybrid advisor profile is key in dealerships. It allows us to move forward more effectively, because the insights they can give us about what's really happening make it possible to continually redefine and improve the way we work. And that translates into a better overall experience for the customer with us.”
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