Mercedes dealer doubles online sales conversions

One of India’s top dealerships of the German luxury brand, Silver Arrows is leading the way in sales and marketing automation. Mayank Dhingra explores how the new processes have helped in this achievement.

- Mayank Dhingra

For over 75 years, the Mercedes-Benz Silver Arrows has represented a byword for remarkable technical feats and continuous success. In India, Mercedes-Benz retail partner Silver Arrows wants to replicate the same philosophy, albeit in its own way — to be more specific, in the domain of customer relationship management and business. And to do this it needs specialised help and that’s where specialised software makers like Salesforce India come in.

The company is driving a new philosophy of customer engagement at OEMs across the globe and in India by empowering them to maintain constant communication with their customers, and become more agile by tapping into realtime data from the market.

The German luxury carmaker’s retail and service partner has doubled its customer conversion rate to 13 percent by leveraging Salesforce’s fully-integrated Sales Cloud into its customer relationship management (CRM) operations.

The experience of buying and owning a premium Mercedes-Benz model is a memorable one. Mercedes-Benz Silver Arrows, a leading franchise partner of the German luxury car brand in India, understands this and prides itself on delivering the kind of handcrafted, and personalised customer engagements that Mercedes-Benz buyers come to expect. Silver Arrows has been a franchise partner for Mercedes-Benz passenger cars in Delhi-NCR since 2012, and with its core values of innovation and customer-centricity, it has won several awards by the company over the years.

As a franchise, Silver Arrows’ in-store environment and branding had to be like other Mercedes-Benz outlets. But, in a market where it was selling the same cars as its competitors, it realised that the real differentiator would be the experience that it offered.