NIELSEN CAR GROUP
NOT YOUR AVERAGE CAR DEALER
Nielsen Car Group set out to digitise their offerings, and we joined them on their ride. Meet a website that makes buying a car as easy as shopping clothes online.
award nominations at Auto Awards 2021
booked service visits
booked test drives
Content and commerce all in one
Umbraco, Azure and Salesforce Marketing Cloud
Digitising car shopping
Consolidating three
brands into one platform
A unique combination
of software and tech systems
NEW DEMANDS, NEW PLATFORM
Not too long ago, few people would have thought of a future where cars were part of a one-click shopping culture. However, as with most other things during the past few years, times have changed, and digital demands have taken off. Nielsen Car Group knows that, and to meet the new needs of their customers, they teamed up with us.
With a clear vision to make buying a car as easy and hassle-free as shopping clothes online, Nielsen Car Group had the plan ready before we even met. Our job was to make that plan come to life.
SMOOTH, SEAMLESS AND SAFE
The automotive industry holds some of the lengthiest and most complex decision journeys in the entire B2C segment. That’s why Nielsen Car Group’s new website should not only allow customers to buy their next used car but also accommodate their every need before and after the purchase.
By creating a platform that features a booking system for signing up for test drives and servicing, we ensured a smooth user experience across the various phases of the decision journey. And then we reduced the customers’ need for spending time at the car dealer by enabling them to do the shopping online and from anywhere. Quite a big deal when considering that spending time at the car dealer is one of the biggest pains of to-be car customers.
With the commerce engine in place, we moved on to engineering a content platform that could support customers in their decision journey. Car reviews, product launches, video tests and safety tips are continuously produced and published by Nielsen Car Group to make the users feel comfortable throughout the buying process.
APIs AND TRANSPARENCY FIRST
The commerce and content solutions are built using Umbraco’s open-source CMS. That makes for an easy editing experience for the content team at Nielsen Car Group and for creating custom APIs for the commerce part.
SECOND OPINIONS MATTER
Just like cars need multiple systems to talk together in order to function, Nielsen Car Group’s website combines several technologies.
To meet the need for transparency when shopping for a car online, we’ve integrated the renowned third-party extension Indicata. This API suggests if the price of the car you’re browsing is either fair, low or high. In other words, why leave it up to the salesman alone when you can get a second opinion before making the big decision?
A GOOD DEAL DONE DIGITALLY
Inspired by one of the most essential parts of any car purchase – the negotiation process – we added yet another extension, enabling customers to get an estimate of their current car’s worth and a final price of the new car when the old one is given in exchange. That way, we’ve kept the feeling of making a bargain alive despite of the missing handshake.
And speaking of bargains – while they’re often accompanied by cash payments, we made sure also to make loan financing an option. By integrating Santander Consumer Bank’s service, users can see potential financing terms immediately when proceeding to checkout.
Finally, an API that connects the website with Salesforce’s Marketing Cloud ensures that all email notifications, from receipts to booking confirmations, look consistent no matter their origin.
Our new platform enables us to meet our customers wherever they are in the decision journey. At the same time, it's scalable and a lot easier for our internal team to maintain
THE NEXT STEP
While Nielsen Car Group has come a long way already, the team isn’t planning on slowing down yet. The Danish car dealer has big plans, and the natural next step is to fully exploit the integration with Salesforce’s Marketing Cloud. With heaps of data being transmitted from its CRM and ERP to the Marketing Cloud already, advanced, adjusted and automated email flows are waiting ahead.
Let's talk tech
ABOUT NIELSEN CAR GROUP
Nielsen Car Group consists of three brands, Bjarne Nielsen, Bilernes Hus and leasing.dk. With more than 30 years of experience, 500+ employees, and 11 divisions, Nielsen Car Group is one of the largest car dealers in Denmark.
Want more insights on our project with Nielsen Car Group?
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