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In the past two years, online purchases have accelerated at an unprecedented rate. One of the main reasons behind this major digital transformation in sales has been the need for companies to get closer to their consumers, offering them a better shopping experience.
With this in mind, BMW Group Brazil hired Alephee to support the system integration process between the dealership network and the official BMW, BMW Motorrad, and MINI stores on Mercado Livre.
Closer to the end consumer
A leader in premium mobility, BMW Group Brazil is following a strategy of getting increasingly closer to its customers, including by digitizing the shopping experience for parts and accessories.
This strategy began even before the pandemic, in early 2020, due to changes in consumer behavior toward the digital market.
Following feasibility studies, the company chose Mercado Livre — the largest e-commerce platform in Latin America — to offer its products.
Key challenges in the digitization process
As it involved digitizing after-sales items from three BMW Group Brazil brands, one of the main challenges encountered by the company was cataloging the products. With product information and specifications in hand, an internal cataloging preparation process was carried out with the automaker’s team, followed by immersion sessions with each dealership to begin integrating and publishing listings on Mercado Livre.
This entire process was carried out automatically and connected through Alephee and the dealerships’ DMS systems. The digitization of products is ongoing, and BMW Group Brazil continues to work with the Alephee team to fully digitize its catalog and make all items available for sale both in dealerships and through e-commerce.
Alephee’s business model makes all the difference in digital transformation
Filipe Albuquerque, National Business Development Manager at BMW Motorrad, emphasizes: “The integration of dealership management systems directly with marketplaces makes the operation more dynamic and automated. With Alephee, it’s possible to track orders, create standard responses, adjust margins and sale prices, generate reports, and extract data easily so once the product is sold, the next steps are simply invoicing and shipping to the customer.”
In addition, through Alephee’s platform, BMW Group Brazil can track sales dashboards. With this feature, the company can analyze which of the group’s three brands is performing best on Mercado Livre and obtain product insights to enhance its overall strategies.
