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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in