Iris Case Studies Transforming Customer Experience to Drive MINI UK's Sales

Edit This Case Study Record

	Transforming Customer Experience to Drive MINI UK's Sales Iris

Transforming Customer Experience to Drive MINI UK's Sales

Iris

Technology Category	Sensors - Autonomous Driving Sensors
Applicable Functions	Procurement Sales & Marketing
Use Cases	Inventory Management
Challenge	In 2012, MINI UK was facing a significant challenge. The competition in the car industry was intensifying, with every major car brand launching its own compact model. This increased competition was threatening MINI's market share and sales. The company needed to differentiate itself and remind consumers of the unique MINI experience. The customer journey was identified as a key area for improvement. The process of going to a dealership was often intimidating for potential customers, and there was a need to develop touch-points that would bring prospects closer to the brand. The challenge was to transform MINI's online and offline communications to create a seamless prospect to purchase experience. Read More
About Customer	MINI UK is a subsidiary of the German automotive company BMW. It is a renowned car brand known for its compact, fun-sized models. The brand is synonymous with style, performance, and a unique driving experience. However, in 2012, MINI UK was facing stiff competition from other major car brands launching their own compact models. The company needed to differentiate itself and remind consumers of what makes the MINI experience unique. To achieve this, MINI UK appointed Iris as its lead agency to transform its customer journey and drive sales. Read More
Solution	To address this challenge, Iris, MINI UK's lead agency, launched the brand's first activity in six years. This involved a comprehensive review of the customer journey and a transformation of MINI's online and offline communications. The aim was to create a seamless experience from prospect to purchase. An integrated Customer Relationship Management (CRM) programme was developed to support the traditional approach of managing existing customers and driving retention. The CRM programme also incorporated more upstream 'prospecting with purchase' methodologies. This innovative approach aimed to drive down the media cost per acquisition and increase the percentage of sales coming from leads. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Functions

Procurement

Sales & Marketing

Use Cases

Inventory Management

Challenge

In 2012, MINI UK was facing a significant challenge. The competition in the car industry was intensifying, with every major car brand launching its own compact model. This increased competition was threatening MINI's market share and sales. The company needed to differentiate itself and remind consumers of the unique MINI experience. The customer journey was identified as a key area for improvement. The process of going to a dealership was often intimidating for potential customers, and there was a need to develop touch-points that would bring prospects closer to the brand. The challenge was to transform MINI's online and offline communications to create a seamless prospect to purchase experience.

About Customer

MINI UK is a subsidiary of the German automotive company BMW. It is a renowned car brand known for its compact, fun-sized models. The brand is synonymous with style, performance, and a unique driving experience. However, in 2012, MINI UK was facing stiff competition from other major car brands launching their own compact models. The company needed to differentiate itself and remind consumers of what makes the MINI experience unique. To achieve this, MINI UK appointed Iris as its lead agency to transform its customer journey and drive sales.

Solution

To address this challenge, Iris, MINI UK's lead agency, launched the brand's first activity in six years. This involved a comprehensive review of the customer journey and a transformation of MINI's online and offline communications. The aim was to create a seamless experience from prospect to purchase. An integrated Customer Relationship Management (CRM) programme was developed to support the traditional approach of managing existing customers and driving retention. The CRM programme also incorporated more upstream 'prospecting with purchase' methodologies. This innovative approach aimed to drive down the media cost per acquisition and increase the percentage of sales coming from leads.

Impact #1	The transformation of MINI's customer journey and the implementation of the integrated CRM programme had a significant impact on the company's operations. The seamless prospect to purchase experience made the process less intimidating for potential customers, bringing them closer to the brand. The 'prospecting with purchase' methodologies allowed MINI to effectively manage existing customers while also attracting new ones. This not only increased the percentage of sales coming from leads but also drove customer retention. The innovative approach also resulted in a reduction in the media cost per acquisition, making the marketing efforts more cost-effective. Overall, the changes led to a more efficient and effective operation, contributing to the brand's competitiveness in the market.

Impact #1

The transformation of MINI's customer journey and the implementation of the integrated CRM programme had a significant impact on the company's operations. The seamless prospect to purchase experience made the process less intimidating for potential customers, bringing them closer to the brand. The 'prospecting with purchase' methodologies allowed MINI to effectively manage existing customers while also attracting new ones. This not only increased the percentage of sales coming from leads but also drove customer retention. The innovative approach also resulted in a reduction in the media cost per acquisition, making the marketing efforts more cost-effective. Overall, the changes led to a more efficient and effective operation, contributing to the brand's competitiveness in the market.

Benefit #1	49% Year-on-Year increase in sales contribution from leads
Benefit #2	43% Year-on-Year increase in lead volumes
Benefit #3	29% Reduction in media cost per acquisition

Benefit #1

49% Year-on-Year increase in sales contribution from leads

Benefit #2

43% Year-on-Year increase in lead volumes

Benefit #3

29% Reduction in media cost per acquisition

Download PDF Version

Overview

Transforming Customer Experience to Drive MINI UK's Sales

Operational Impact

Quantitative Benefit