Peugeot Pushes into E-Commerce with Online Order Service
French car manufacturer Peugeot is reinventing the traditional car-purchasing process with a new digital platform on its e-commerce site that entirely negates the need to visit a dealership. This includes handling any negotiations regarding part exchanges or financing deals.
The buying process consists of four steps. Firstly, consumers configure the car using an interactive tool – choosing engine type, colours, interior and exterior features. They can also view the car in 360°.
Secondly, shoppers can part exchange their old car to offset the new purchase or, if Peugeot agrees, receive a cash payment for the old model. To receive a valuation for their vehicle, they're required to complete a short questionnaire ("What condition is the car in?" "What's the mileage?"). The car is subsequently checked by the Peugeot team in-person to complete the assessment and confirm an outstanding balance.
The third step – Personalise Your Finance – involves choosing a payment method (eg. monthly), and the last step is selecting a method and date of delivery.
For those who prefer the reassurance of multiple brand touchpoints, the process can also be started online and finalised at the dealership, or vice versa. See Start-Pause-Go: Retail in Hyper Flow (part of Roaming Retail) for more on 'staggered commerce' and Omni-Interactive for more on capturing channel-hopping consumers.
After ordering, purchasers are assigned a dedicated Peugeot representative who provides regular status updates.