BEIJING--(BUSINESS WIRE)--Accenture (NYSE:ACN) has completed the first phase of an overhaul of premium German car manufacturer BMW’s Chinese website, ensuring that the new design provides an optimized customer experience and meets a growing demand that BMW is seeing for mobile web usage in China.
Accenture is supporting BMW globally to roll out a standard template for its local websites in the majority of countries and regions. In China, BMW wanted to ensure that any new design and functionality took into account China specific requirements and user preferences. Accenture was chosen to apply its global digital and technological expertise and in-depth understanding of the China digital and automotive market to ensure the new website would meet a range of demands from Chinese consumers.
The new site is being designed to offer consumers the opportunity to 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, part of Accenture Digital, as well as supporting the launch of the new website.
Accenture and BMW have a 17-year relationship. 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. As an ongoing service, Accenture also manages the rollout of BMW’s global digital marketing campaigns, working with local markets to maintain the content.
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