RAC Tyres integrates new technology to improve customer experience

Western Australian business integrates new ecommerce and Sitecore technology to add value for members around finding, purchasing and booking tyre replacement services

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

Latest Podcast

More podcasts

Sign in