Accenture Song has joined forces with smart Europe to introduce a data-driven, direct-to-consumer (DTC) business model in Europe, aiming to transform the car shopping experience and support the launch of smart Europe’s new line-up of fully electric cars.
The partnership begins with the introduction of smart #1 car, accompanied by an innovative and creative approach to personalized car customization. The smart #1 was recently launched in Germany and France, enabling early adopters to experience the new purchasing journey.
The primary objective of this collaboration is to simplify and personalize the car-buying experience for each customer. By implementing a direct sales model powered by digital technology, customers are empowered to shape their own purchasing experience while benefiting from personalized recommendations based on relevant data.
Users have the option to customize their preferred car and explore similar vehicles in stock, or directly search for available cars. They can compare technical specifications, save and share their favorite options, book a test drive, explore financing choices and ultimately make a purchase.
Accenture’s DTC specialists played a pivotal role in helping smart Europe shape its direct sales business model, laying the foundation for future customer engagement driven by data insights. These insights can be leveraged to expand offerings, such as extended insurance coverage for travel, and to make informed decisions regarding marketing, sales, supply chain, distribution, lead management and production.
Christian Barth, managing director, Accenture Song, highlighted the significance of this venture, stating: “For decades, automotive original equipment manufacturers (OEMs) have relied on dealership networks to sell cars. However, with the increasing demand for online shopping experiences, OEMs are striving to meet the expectations of today’s customers.
“Currently, they are missing out on seamless experiences, real-time customer data and opportunities for holistic customer experiences. With the automotive industry rapidly embracing digital transformation and the advent of connected cars, the path is clear for DTC models. Customers now demand digitally-driven purchasing experiences, and smart is poised to meet that need.”
In 2022, Accenture launched Accenture Song, a tech-powered group focused on creative innovation, as a reflection of the company’s post-pandemic efforts to reinvent solutions to cater to customer connections and business transformations. With this framework in mind, Accenture Song has now developed a comprehensive ecosystem for smart Europe, aimed at enabling a holistic view of customer interactions.
At the heart of smart Europe’s digital ecosystem is a desire to adapt to the non-linear nature of shopping decisions. Recognizing that customers often make multiple adjustments along the way, seek advice from friends and family and conduct further research, the platform is designed to accommodate these fluid buying behaviors.
Dirk Adelman, CEO, smart Europe, emphasized the company’s commitment to meet evolving customer needs, said: “Our customers’ preferences and requirements are changing at an unprecedented pace. Our ambition is to provide them with an intuitive car purchasing experience that aligns with their unique preferences.
“To achieve this, we needed to place data at the core, enabling us to drive innovation, create new products and personalize the way each smart owner designs and utilizes their car.”