Accelerating GM’s vehicle accessories e-commerce efforts.

Challenge

Multi-billion dollar automotive giant General Motors was still relying on a physical, multi-ring binder to showcase its vast array of vehicle accessories. In today's digital age, where customers expect seamless online experiences, this outdated approach was holding GM back. The company recognized the need to modernize its approach, transitioning from a physical catalog to a digital marketplace that would allow GM to maintain a consistent, up-to-date inventory of accessories and allow dealers to sell those items online. This shift would require not just a technology upgrade but a rethinking of their entire sales process to improve efficiency and customer experience.

Solution

GM partnered with Aquent Talent to assemble a cross-functional team to help build and optimize their new digital platform. This involved placing critical experience design professionals like Web Developers, UX Designers, Digital Strategists, and E-Commerce Specialists. These talent supported the project end-to-end, including:

• Developing the digital marketplace where accessories could be displayed, searched, and ordered online.
• Engineering seamless integrations with GM's internal systems and dealership network.
• Ensuring scalability to handle increased demand, offering GM the ability to expand its accessories business significantly. 
• Providing user training and support to ensure GM's internal teams and dealerships could easily adapt to the new system.

Results

With the new digital platform in place, dealers and customers could easily access and purchase accessories, leading to a significant boost in sales and customer satisfaction. GM was no longer held back by its outdated processes; it was now equipped to compete in the modern retail landscape. As a result of our partnership and talent capabilities, GM moved closer to its ambitious goal of growing accessories revenue from $300 million to $1 billion. More than just increased sales, the digital transformation fostered stronger dealer and customer relationships, setting the stage for continued success in the years to come.