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M&M to revamp e-commerce platform

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MUMBAI: Mahindra & Mahindra (M&M), India's largest utility vehicle maker, has decided to revamp it's digital platform by engaging with experts BCG, Microsoft and Dassualt to engage with prospective buyers right through their purchasing cycle according to a Brand Equity report.

Being the first to sell vehicles through e-commerce platform, the company today gets 6 per cent of its sales lead from online platform, by revamping the digital platform, M&M's intent is to bring the showroom home of the buyers through a mix of physical and virtual experience to keep its prospective buyers hooked to its brand at a time when the buyers are spoilt with choice, the report said.

The company expects about 15 per cent of its retail sales to be generated through online platform in FY-19 from the current 7-8 per cent.

The company has started the concept of “taking showroom at home” on a pilot basis at one of its dealership in Mumbai and the company claims it is doing well and very soon it will roll it out to the other parts of the country

The company has worked with Microsoft Consulting to envisage the pre-sales strategy. M&M created SyouV Platform along with Microsoft, Dassault Systemes & Hard n Soft Technologies. For the post purchase platform Mahindra With You Hamesha, the company had engaged with Extentia Technologies and BCG helped the company “Bring The Showroom Home” initiative for which application has been developed by Artificial Reality.

The new digital strategy takes into account the experience a prospective buyer may have pre-purchase during purchase and post purchase and the idea is to offer transparency, convenience and personalisation option.

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