Historically, JIMEX customers have been dealers operating outside of Japan who purchased multiple cars per month. But the company saw the opportunity to expand its business by selling directly to consumers around the world that needed new or used vehicles, high-performance vehicles, or replacement parts.
GOAL: EXPAND B2C SALES
Only Japan-based businesses can bid at automobile auctions hosted in Japan. But JIMEX, which is based in Japan, offers an ecommerce website with an online bidding tool that allows dealers and consumers all over the world to participate in the auctions. The site enables global customers to access over 100 car auctions taking place in Japan and get the best deals from each auction.
SOLUTION: PERSONALIZED COMMUNICATION VIA HUBSPOT
To expand B2C sales, JIMEX decided to build a communication system that had the potential to personalize and differentiate the ecommerce experience for consumers. Seeing marketing automation as a key element of that solution, the company decided to deploy HubSpot to automate its inbound and outbound marketing programs. To personalize the services offered to individual customers and increase customer activity in the auctions, JIMEX decided to push real-time updates out to customers as they participated in the online vehicle auctions. To facilitate that communication, the company realized it needed to integrate HubSpot with a number of unique data sources, such as predictive customer analytic systems, past auction results, specific characteristics of available vehicles, and consumer preferences. This would ensure each customer receives personalized information on the vehicles they are most likely to purchase.
“The key was to find a solution that could pull information from the multiple sources we use into HubSpot in real time,” says Luis Ramirez, Head of Marketing for JIMEX. “When a customer loses out on a particular auction bid, we want to immediately present them with other vehicles they can consider in order to maintain their interest and keep them active at our site.”
Based on a recommendation from HubSpot, JIMEX deployed Scribe Online. The cloud-based data integration solution was first used to connect HubSpot to a large SQL database that contained auction data such as specific vehicle characteristics, bid history, and past purchases. This data allowed JIMEX to personalize communications about upcoming auctions to each consumer’s preferences.
However, the JIMEX vision didn’t stop there. In subsequent phases, the company planned to integrate its HubSpot system with Twilio, an IP phone call logging and SMS communication system, to collect additional consumer information for targeting prospects. JIMEX also planned to integrate HubSpot with the HeaP analytics tool, which can record and analyze the steps visitors take on the company website. The company can then use Amazon RedShift to correlate the data to customer email addresses and other key identifiers so it can improve recommendations to consumers and predict the winning bids of future auctions.
THE RESULTS: INCREASED PERSONALIZATION DRIVES CUSTOMER ACTIVITY
By connecting to all these data sources, Scribe brought all of the company’s data on past bidding, customers, auctions and other transaction activity into HubSpot. The information can now be used to communicate upcoming auctions and vehicle information to potential buyers based on their buying preferences.
“Scribe appeals to us as a data integration tool because it’s not just a bespoke system,” says Ramirez. “We can expand and change integrations as we add new analytic tools or need to connect to other data sources that assist in our marketing efforts. With Scribe, we have essentially super-charged our automated marketing process and turned it into an outbound marketing vehicle—it’s like adding an Astin Martin engine to a Honda.”
By loading data from multiple sources into HubSpot fast, Scribe also provides JIMEX with the ability to add personalization and a vehicle recommendation engine as it reaches out to customers.
“With thousands of customers in over 50 countries, communicating with all of our customers directly would normally create a lot of effort because of all the export-import regulations and the process customers must follow to acquire a car online,” Ramirez says. “But the Scribe-HubSpot combination enables us to bring all the necessary information together quickly and automate the communication process. In addition to making the online shopping experience more enjoyable for our customers, we are also gaining the ability to sell our services into new markets.”
By relying on Scribe, JIMEX imported 250 different data fields and eight years of customer and auction bidding information into HubSpot. “Normally, it would have been time-prohibitive to load that much data into HubSpot, but Scribe enabled us to complete the task in just two weeks,” Ramirez points out.
In addition to marketing automation, the data brought into HubSpot from the company website by Scribe also helps JIMEX conduct marketing-lead scoring analytics. But the real-time synchronization Scribe offers during auctions is the crucial factor. Whereas other data integration solutions would take up to one hour to sync, Scribe executes the data updates every 3-5 minutes.
“The data that is integrated is personalized for each customer so we can make sure we present vehicles that match the attributes they are looking for and are most likely to prompt them to participate in an auction,” Ramirez says.
Looking ahead, Ramirez expects that the analytics brought into HubSpot by Scribe will help drive more visitors to a new website section called Favorites. This will allow customers to more easily identify auctions for their top preferences.
“Scribe enables us to give consumers a very customized ecommerce experience,” Ramirez emphasizes. “Connecting all of our unique marketing and analytic systems in real-time is the key value. We can generate messaging that speaks to customers one-to-one so they will keep wanting to do business with us.”