FIAT WHITE FRIDAY
In 2020, the auto industry faced significant disruptions due to the pandemic, resulting in billions lost and a long road to recovery. With lockdowns in place and consumer confidence at an all-time low, auto brands had to rethink their operations. An 89% drop in showroom traffic meant a shift to e-commerce was essential.
The pandemic necessitated a redefinition of the automotive purchasing experience, moving from physical showrooms to an engaging, fully digital platform.
The Work
Fiat Middle East launched "Fiat White Friday," the first-ever online automotive White Friday event, featuring real-time booking in a live online inventory. Developed within five weeks, the platform provided customized online experiences for customers in Saudi Arabia and the UAE.
Customers enjoyed video concierge services, could ask questions, check availability, create selection profiles, and purchase cars in a few clicks. Sales agents managed customer details, inventories, and client calendars.
- 58%
58% Qualification Rate: Exceeded the average of 41%
- 40%
40% Conversion Rate: Achieved entirely online.
- 83%
83% of Intended Units Sold: In just three days.
- 100%
100% of the sales team surveyed supported further digitization.
Monthly Sales Targets: Exceeded.
Fiat Middle East successfully adapted to the pandemic, setting a new standard for the industry with a fully digital sales experience.
- Brand Experience
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- Product Experience
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