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The exponential growth of e-commerce in recent years has encouraged several brands to embark on the challenge of digital transformation. We invite you to discover the case of Renault, a brand that constantly faces new challenges not only in the economic field but also in the social and environmental spheres.
Just one click away
Renault’s After-Sales division has started an important transformation process with the goal of being increasingly closer to customers and keeping up with new consumer habits. This included adopting an online sales solution that allows the brand to enhance the customer experience daily, supported by the market’s most comprehensive service network, with more than 190 contact points — including dealerships, branches, Renault Minuto, and franchises — all committed to meeting consumer needs quickly.
Just one click away
Through its official store and with a strong focus on customer experience, Renault offers a wide catalog of 100% original parts, with more than 5,000 products available and the goal of surpassing 10,000 items by the end of the year — all with the Renault warranty seal.
The new official store relies on Mercado Libre’s services to ensure an excellent shopping experience. With Mercado Envios, Renault can ship its products to Correios in less than 24 hours, always prioritizing quality service. Buyers may also choose to pick up their orders at official dealerships. In addition, the platform features a Specialized Support Center to answer questions and ensure proper compatibility of accessories and parts with each vehicle model.
Challenges of entering the online environment
The project involved joint efforts from various areas such as after-sales, IT, logistics, management control, legal, and more, each requiring important adaptations for implementation. Standardizing the catalog was also necessary to improve the end-customer experience.
Over a year, the implementation and integration processes were designed. Once defined, they took less than two months to go live. The cataloging process was agile, overcoming the challenge of high-quality photos. To support this, Alephee provides an exclusive consulting service for all interested brands.
Solutions provided by Alephee
Fabrizio Galetto, Renault Argentina’s After-Sales Director, states: “For a car manufacturer, adapting its business to a marketplace like Mercado Libre represents a huge challenge. Thanks to the solutions offered by Alephee — with all its tools, support, and consulting — we have been able to increasingly improve this new commercial channel, which allows us not only to operate the Official Store of Parts and Accessories but also to add a new e-commerce channel for selling services. This way, we bring the customer experience to its highest level.”
Regional implementation: a project that goes beyond borders
Renault designs, manufactures, and sells vehicles in nearly 120 countries worldwide, always aiming to deliver innovative, affordable, and sustainable mobility solutions. In Brazil, the brand has been present since 1959, when it partnered with IKA, a company that had built its car factory in Córdoba, Argentina, four years earlier. Since then, the Santa Isabel plant has produced more than 3,200,000 vehicles across 34 different models — many of which have become automotive industry icons.
The Renault Official Store project is part of a regional growth plan. After implementation in Argentina, the model has already been replicated in countries such as Uruguay, Mexico, and Colombia, where the greatest synergy lies in the product catalog developed by Alephee together with Renault Argentina. This allows content sharing and strengthens official stores across the region. It is worth noting that the digital catalog is reusable in all Spanish-speaking countries. Alephee has a dedicated team to assist whenever adaptations are required due to language variations.
Some results highlighted by Renault
“Since the beginning we have been working with the tool and have already achieved excellent results. All publications are handled by Alephee, and from the start, we reached between 70% and 87% publication quality — with 87% being the maximum possible in this type of content.” It is also worth mentioning that Alephee provides requirement analysis tools for publishing content on marketplaces. Thus, the catalog can start in e-commerce with a basic set of content but undergoes a continuous process of feedback and improvement.
