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Volkswagen Home Concept Store Customer Experience Enhancement and Sales Process Digitalization
  1. case
  2. Volkswagen Home Concept Store Customer Experience Enhancement and Sales Process Digitalization

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Volkswagen Home Concept Store Customer Experience Enhancement and Sales Process Digitalization

netguru.com
Automotive
Retail
Information Technology

Challenges in Establishing a Customer-Centric Automotive Retail Concept

Volkswagen faced multiple obstacles in creating their innovative 'Home' concept store: EU regulations prohibiting direct sales requiring dealer network integration, suboptimal dealership locations, designing transparent customer service processes across stakeholders, and internal resistance to departing from traditional automotive sales practices. The existing industry paradigm prioritizing product over service experience risked customer retention despite high-quality vehicles.

About the Client

Global automotive manufacturer seeking to revolutionize customer experience through physical-digital hybrid retail concepts

Strategic Objectives for Retail Transformation

  • Create a home-like automotive boutique blending luxury and comfort to attract the aspiring middle class
  • Develop a customer-centric sales process with 2.5x greater emphasis on service quality versus product alone
  • Implement agile methodologies across cross-functional teams and dealer networks
  • Achieve measurable improvements in average transaction value and customer satisfaction metrics

Core System Functionalities

  • Live video streaming system for remote car presentations via mobile devices
  • Customer journey tracking with interaction history across physical and digital touchpoints
  • Dealer collaboration portal for seamless sales process handoffs
  • Agile project management dashboard for cross-unit coordination
  • Customer preference database with personalized service triggers

Technology Stack Requirements

Agile development frameworks (Scrum, Kanban)
Cloud-based collaboration tools
Real-time video streaming solutions
Customer Relationship Management (CRM) integration

System Integration Needs

  • Existing dealer management systems
  • Vehicle inventory databases
  • Customer feedback platforms
  • Sales performance analytics tools

Operational Requirements

  • High-availability streaming service for car presentations
  • Enterprise-grade data security for customer information
  • Scalable architecture for global concept replication
  • Low-latency response times for interactive features

Expected Business Impact of Enhanced Customer Experience

Based on the Warsaw pilot's success (45k PLN higher average sale price, 50% DSG transmission adoption vs. 25% market average), the digitalized concept is projected to increase customer retention by 250%, drive premium product adoption, and create a replicable model for 200+ global dealerships. The agile sales process should reduce transaction friction while maintaining compliance with regional regulations.

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