BMW relies on Accenture to rework Chinese website

German car maker BMW has relied on IT outsourcing company Accenture to complete the first phase of an overhaul of the Chinese website.

Accenture assisted BMW to offer an optimized customer experience to meet a growing demand that BMW is seeing for mobile web usage in China.

The IT outsourcing work to Accenture is part of the global strategy of BMW for rolling out a standard template globally for its local websites in the majority of countries and regions.

BMW China wanted to ensure that any new design and functionality took into account China specific requirements and user preferences. The IT outsourcing work will enable BMW to tap the digital and technological expertise of Accenture and convert understanding of the China digital and automotive market to meet customer demands in China.

China consumers can scroll to find information rather than using the old design which was based on the principle of clicking to information.

“Our global automotive and digital experience combined with knowledge of the market in China were key to supporting BMW’s deployment of this market-leading website,” said Luca Mentuccia, global managing director, Automotive.

Accenture’s role includes front-end design and html development delivered through Accenture Interactive, as well as supporting the launch of the new website.

Most recently, Accenture managed the rollout of a custom-built web platform to BMW’s major markets, including the agencies involved, scoping digital requirements, training local content managers and agencies on the new platform and coordinating testing and post go-live support.

The rollout of the new web platform allowed for enhanced digital customer interaction using a responsive approach, customer relationship management technologies and web analytics. Accenture also manages the rollout of BMW’s digital marketing campaigns, working with local markets to maintain the content.