Collezione Automobili Lamborghini,menswear, accessories and high quality merchandising items
for true Lamborghini lovers and fans.
Automobili Lamborghini B2B, from a technical tool to a sales platform.
1/7 Starting point
With the previous B2B platform, approving orders and checking requests was an extremely long and arduous process, which had a big impact on the everyday running of the tool and the associated activities. There was no analysis of client and purchasing data or the associated buying strategies.
The first step was carrying out a UX study in order to adapt the B2B platform to suit the various needs of the site’s different types of clients, while keeping the buying experience as similar as possible to a B2C channel. For example, more space was dedicated to the “Search” field, buying large volumes of products was made possible, and the structure of the contents was rearranged in a more business-oriented way.
The Automobili Lamborghini B2B website was developed on the Magento 2 EE platform and it can only be accessed by registered clients. The search system was optimized for the clients of the B2B channel, the platform uses geolocation and the sales and marketing side can be managed in different ways for different client profiles, with different payment methods being used for different types.
4/7 Retail & Store Management
We check that the orders made during the collection buying stage reach their destination as and when agreed, so that sales to end customers can be made as effectively as possible. The state of the store, sales and client types are analysed in order to assess the soundness of the strategies used and take the most appropriate actions to boost store client loyalty.
5/7 Sales Assistance
Within the FiloBlu team, a working group has been formed to run the store’s sales assistance service and respond to all of the requests that come through the B2B channel. In this particular case, the following languages are covered by the customer care staff: English, Italian, German, French and Spanish.
6/7 E-Mail Marketing
In addition to a marketing plan, the Automobili Lamborghini B2B project involves drawing up a plan for newsletters. Dedicated initiatives are carried out to let the various categories of clients know all about the latest news, promotions and collection-based matters. The messages play an important role in promoting upselling and reordering while keeping the sales network up to date.
The logistics service was specially designed to satisfy the needs of end customers who want to receive products promptly and in the quantities required. This was made possible by sharing the B2B stock with the B2C stock at the FiloBlu logistics centre in Bologna and taking charge of the daily deliveries of orders at Automobili Lamborghini HQ, handling of surveillance tags directly in the logistics centre so that brick-and-mortar stores can be supplied, and handling of products for Automobili Lamborghini corporate events that are delivered at set times/dates.