As consumer purchase patterns change and shopping online becomes more popular, some car companies have strived to meet these new developments by offering their products online. Their initial efforts have not been in a big way nor long-term as they want to see the effectiveness first. Proton is among those companies and recently collaborated with Shopee to explore new avenues to connect with its customers.
“Commerce today has changed drastically from what it was even as recently as just 5 to 10 years ago. Proton has to keep up with these changes to remain relevant and while we are pursuing our strategy to increase customer touchpoints via the growth of 3S/4S outlets, we must also utilise technology to drive mobility for the business. Our campaign with Shopee is a good example as it offers ease and convenience for consumers but also puts them in contact with our network of outlets for aftersales services,” said Dr Li Chunrong, CEO of Proton.
Over 200 units booked online
Over 200 units of the X70 SUV were booked in the first few days of the ecommerce platform’s 12.12 Birthday Sale, and as a special incentive, customers using Shopee are able to place a booking for just RM99 instead of the usual RM1,000 booking fee.
The first 50 Proton X70 customers who successfully register their vehicle before December 31, 2019 will also receive RM2,000 of Shopee vouchers and enjoy additional ongoing promotions for the month by Proton.
This isn’t the first time Proton is using the internet to allow customers to book its cars. Prior to its launch on December 12, 2018, the X70 SUV could be booked online from October, contributing to the pre-launch booking of over 10,000 units.
An alternative sales platform in future
A similar campaign was also utilised for the launch of other models in 2019 with the success experienced pointing to the increased importance of the channel. “We started to enable online bookings of our cars since late 2018 and over the next few years, we could expand the use of this as a sales platform. With improved online security and transaction platforms becoming widely accepted, there could be a time when financing could be applied for and approved online so Proton aims to be at the forefront of adopting these new technologies,” added Dr Li Chunrong.
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