Context and objectives
BRP manufactures and sell the Sea-Doo, Ski-Doo and Can-Am brands. This OEM enjoys a >$7 000 M revenue, mainly in Nord America.
With the COVID context where every single dealership was closed, BRP wanted to accelerate online sales for parts, accessories and apparel. In addition, the objective was to build the ability to sell vehicles online.
Main activities
Being in charge of the eCommerce team with the Global Digital Factory, I’ve hired a team made of eCommerce experts : a product owner, an eMerchandiser and a Digital marketeer. All together, along with an extended digital community, we’ve rebuilt the eCommerce platform from end to end.
The traffic acquisition strategy was rebuilt, content and functionalities were improved as well as the customer journey and the overall customer experience on mobile and laptop. The commercial animation and eMerchandising strategy was professionalized for the 3 brands across Canada and the USA.
Regarding the “Sell Vehicle online” project, I’ve driven the opportunity study as well as the business, technical and legal feasibility.
Results
The new eCommerce website was launched in 6 months (in the middle of the lockdown) with the Magento Commerce Technology as well as Akeneo. We grew online sales from 5 to $12M yearly revenue.
The “Sell vehicle online” project scenario was validated by the management team.