Volkswagen Belarus.

Represented by a Atlant-M dealer-distributor of VW in Belarus, Atlant-M is a large association of companies in the CIS (Russia, Ukraine and Belarus). The Atlant-M brand portfolio currently includes 10 car brands: Volkswagen, Ford, Mazda, Toyota, KIA, Lexus, Jaguar, Land Rover, Geely and Skoda.

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The process of buying a car is time-consuming and complicated. You need to visit the dealership with a preliminary appointment to see the car live, to compare several models and to properly explore your options. It’s hard to imagine someone buying a car online. Volkswagen had the courage to set a big and unprecedented goal: to prove that it's possible to make such a complex and expensive car purchase online. And to do it in just a few clicks.

Volkswagen Belarus began to test the eyezon service in July 2021. The “see live” button was placed on 4 SKUs and 6 sales associates were connected to the service. The product streamers were provided with new phones, which had the eyezon app pre-installed. It was ensured that the WiFi connection was of sufficient speed and stability for great video quality and uninterrupted interactions with online customers. Customers can instantaneously be connected with sales assistants to take a virtual tour of the car, explore its features and customization options, live. And they can make a purchase right away, as they would have done if they were visiting the physical showroom. In the current service usage scenario, a mandatory contact form was enabled to gather personal information from the customers before they could send a request for a live stream. Therefore, apart from providing a unique customer experience, the company also uses the service to increase the number of prospective leads. However, this also leads to a higher bounce rate of button clicks to sent requests. To tackle this issue, Atlant-M activated an additional feature, a “welcome video”, which was placed in the query pop-up window near the contact form. In the video, a sales assistant explains how the service works, which has led to an increase of sent requests to 150 a month. The company has launched an additional campaign promoting the service by placing stories and posts on social media, and also has a “see live” button on the main page banner. After clicking on the banner, a customer is automatically redirected to the eyezon widget.  

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The major achievement was that an actual car purchase was made with eyezon. This once again proves that on-demand live streaming is a powerful solution that can be applied to any industry, including big ticket items, like a car. Overall, online customers show great interest in the possibility of seeing the car models live. Yet the service is still a novelty for them, so there is room for improvement of the service performance.