TAAP aids BMW customer data capture

BMW Motorrad GB used the real-time OnTAAP Data Capture application at the recent International Motorcycle and Scooter Show 2007 to encapsulate potential consumers.

Speed is of the essence for BMW Motorrad GB, not only with its dynamic, state of the art motorcycles but with its response and process times to consumers' requests.

At the recent International Motorcycle and Scooter Show 2007 at the NEC Birmingham, an accelerated response time proved fundamental to BMW Motorrad GB's business when it introduced to the UK market six new models to an estimated 149,000 visitors.

To maximise this event to its full potential, and encapsulate potential consumers, BMW Motorrad GB utilised the real-time OnTAAP Data Capture application.

The application developed by TAAP runs on cellular connected PDAs and allows operators to collect and process brochure and test drive requests in real time.

This ensures that requested brochures arrive the next day and test drive requests are followed up within 24 hours to make arrangements for a time and date which is most suitable for the selected model of interest.

An automated email is generated on completion of the captured data with a tailored message from BMW Motorrad GB including latest models, offers and contact details.

The OnTAAP Data Capture application assisted BMW Motorrad GB in capturing an astounding 821 qualified leads during the International Motorcycle and Scooter show, and demonstrated BMW Motorrad GB's commitment to service and development of the consumer's brand experience.

The OnTAAP Data Capture application allows BMW Motorrad to capture contact information; a postcode search facility is available on or off-line, and the application also features marketing questions.

Marketing questions with a work-flow process enables you to ascertain your client's demographics within seconds and aids the definition of consumers' requirements and buying patterns.

The Nearest Dealer functionality allows an operator to advise a consumer of the nearest dealer according to the postcode given; this information is automatically included on any automated email.

The real time email can be developed to deliver any marketing message and can be configured to coincide with any marketing campaign.

The application, with its easy-to-use customer interface, eliminates the need for paper, there is no more lost data, no more deciphering of hand writing, no more re-entering of data and most importantly, no more customers awaiting product information.

Steve Higgon, TAAP CEO, commented: "The results are astounding and by utilising a modern and real technology, the brand is exceeding consumer's expectations".

Back to top