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

Transforming Customer Experience to Drive MINI UK's Sales

Iris Logo
Technology Category
  • Sensors - Autonomous Driving Sensors
Applicable Functions
  • Procurement
  • Sales & Marketing
Use Cases
  • Inventory Management
About The 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.
The 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.
The 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.
Operational Impact
  • 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.
Quantitative Benefit
  • 49% Year-on-Year increase in sales contribution from leads
  • 43% Year-on-Year increase in lead volumes
  • 29% Reduction in media cost per acquisition

Case Study missing?

Start adding your own!

Register with your work email and create a new case study profile for your business.

Add New Record

Related Case Studies.

Contact us

Let's talk!
* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that IoT ONE may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from IoT ONE.
Submit

Thank you for your message!
We will contact you soon.