It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Western Australia’s tyre, roadside assist and insurance company, RAC, has integrated its ecommerce platform with personalisation and customer management tools to better support members finding, purchasing and booking tyre replacement services online.
According to RAC general manager of motoring, Marc Weller, RAC Tyres is bringing transparent pricing and the convenience of online services to a market that is often confusing to consumers.
“We have always advocated for the supply of safe tyres to protect drivers in our community and for drivers to make safe choices in maintaining tyres and replacing them,” he told CMO. “RAC Tyres enables motorists in Western Australia to purchase with confidence supported by advice from our staff, which is available 24/7.
“RAC changes more than 25,000 tyres a year on the roadside to keep our members moving. Now we can provide a full service starting with an online booking from a mobile tablet device and fulfilled at a service centre convenient to home or workplace.”
Developed by Sydney-based software company, Switch, RAC’s solution is designed to deliver a stronger experience for consumers when called out on puncture repair requests. It is based on the Sitecore Experience Platform and uCommerce. RAC is also delivering customers a much more personalised experience and can manage digital content directly using Sitecore’s CMS 7.2.
“RAC Tyres was carefully researched to align with a strategy to be a driving force in providing service to our members and to the broader community,” Weller said. “We have a clear purpose, we are a market disruptor and we have integrated the online RAC Tyres website into our physical infrastructure.”
Weller said the website can be used by the public as an entirely self-serve retail site, or to interact with RAC staff at any stage of the process to seek advice or confirmation.
“Alternatively, they can opt for full service by our staff, who may change a wheel after a puncture and complete the booking on a tablet device,” he said. “Stock availability is key to service levels and RAC Tyres is integrated with our distribution partner, Tyres4U, to display stock held in the local warehouse to ensure it is available quickly for fitting. There is a broad choice of service centres to fit tyres operated by both RAC and partners.”
The deployment also has roadside assistants using tablets to quickly walk through the new tyre purchase and alignment booking with the member during the tyre change.
The RAC member can visit the RAC website themselves at a later date to review the tyre selection quote and pay at a time of their convenience.
Since the solution has been live, transactions have been growing expediently. On top of this, rich customer data collected has enabled RAC to incorporate retention strategies and gain visibility on key performance indicators, previously opaque to the organisation’s reporting. The platform is now also deeply integrated into additional RAC business units.
“RAC Tyres is positively received by our members in roadside assistance situations where they welcome the convenience, the advice confirming the tyres they need and also the choice of trusted brands,” Weller said. “RAC Tyres is also attracting online bookings where we believe the website offers transparent pricing. Users trust the RAC brand to offer a quality service and the ease and convenience of the booking process and service centre locations make an attractive proposition.”
Moving forward, RAC has a range of technology projects underway both enhancing delivery of existing services and supporting new ventures.
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