Project Description
In practice, selling cars online to consumers is not self-evident. Selling used cars online to the end consumer is both brave and innovative.
The effects of Covid-19 were made brutally clear 10-12 of March. After the press conference we lost one of our three main sources of incoming leads in an instance. All stores reported similar scenarios that afternoon – gaping empty stores. I was Head of Sales at the time and thus ultimately responsible for the company’s ability to earn money. We made some immediate decisions to secure liquidity, then we looked at how we can develop the company’s operations to make money under the new Covid-19 pandemic conditions.
One of my first initiatives was to start home deliveries of cars in Sweden. Another was to start Riddermark Bil’s online sales. In the latter, I collected leftover desks, IT equipment and started setting up the needed infrastructure. I was furiously browsing inspiration, system support setups and ideas that could complement, change or even kill my darling vision.
In the role of Head of Online Sales, I was responsible for working with a dedicated team to develop and grow online innovation and results. That was done with a combination of theoretical and practical ability, strong commercial focus and a digital transformation. New innovative approaches were combined with an analytical ability. That’s how we dare to innovate, by always evaluating and adjusting sales-driven actions to create end results both in the long and short term horizon.
The online car business is driving the development of digital and technological innovation in the consumer car industry. The biggest challenge lies in transferring the strong business growth in the existing business model, and the sales philosophy that drives it, into actions that generate the same growth and measurable data-driven results online.
We started with a blank slate and began building a new Store-In-Store concept.
Results:
- In two months, sales developed to +100 cars/month.
- Store2Door quickly became an important business area
