Harnessing performance data to power Volkswagen Group's retail sales

Challenge

VWG used a platform called the Performance Portal to collect and share business performance data with the dealer network. It was not user friendly and didn’t add value to the dealers, who found it a chore to use, meaning that VWG head office were not able to successfully collect essential data from the Network.

Solution

Wonderly proposed a new solution that is linked with the Hub portal, the daily news website for dealers that we built and manage. By linking Performance to Hub, it immediately made the user journey simpler (one less portal for the dealers to log into) and familiar (using the same intuitive interface as Hub). Now that the core solution is in place, with dealers going in daily to check their performance against Bonus data, for example, or weekly to enter their forecasting numbers, VWG can start to target the audience with best practice guidance and inspiring content that will help drive improved performance.

Solution

Wonderly proposed a new solution that is linked with the Hub portal, the daily news website for dealers that we built and manage. By linking Performance to Hub, it immediately made the user journey simpler (one less portal for the dealers to log into) and familiar (using the same intuitive interface as Hub). Now that the core solution is in place, with dealers going in daily to check their performance against Bonus data, for example, or weekly to enter their forecasting numbers, VWG can start to target the audience with best practice guidance and inspiring content that will help drive improved performance.

Results

This project is in Year 1 but has already driven cost efficiencies for VWG, having reduced two separate suppliers to one. Engagement levels with the platform have increased, due to the more streamlined user experience. We are now working on a strategy to increase the accuracy of the information provided by the network and the value of the platform to the user by ranking dealers’ performance against certain criteria and then serving relevant best practice content aligned to this. Results will be available by the end 2022.

“The team bring the Volkswagen Group new ideas and new thinking, ensuring the service they offer us is first class.” Michelle Masterton-Smith, VWG Marketing and Communications Manager

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