BMW South Africa has appointed Aqua Online, the e-commerce solutions Provider, for the management of its online communication to customers, dealers and suppliers.
The appointment sees Aqua Online acting as both brand custodian and consultant, assisting BMW South Africa to enhance its multiple Internet platforms.
"At BMW we rely on technology to build vehicles that offer our customers the optimum driving experience," comments Steven Botha, Internet and Relationship Marketing Manager for BMW SA. "And this belief in the power of technology extends into every aspect of our business. In SA, BMW required a partner who understood the importance of the Internet and one that could facilitate future growth."
In selecting an online partner, BMW evaluated a number of local and international tenders. Due to the exact standards prescribed by BMW Germany, the tender process was jointly hosted by BMW SA and Kabel New Media, BMW`s Web agency in Germany. Aqua Online was awarded the contract based on its ability to blend creative design, powerful technology and strategic insight into BMW South Africa`s unique business requirements.
"The BMW brand has always been meticulously cultivated. The company required a partner who could understand the BMW brand, and accurately translate the brand image online," continued Botha. "In addition, Aqua Online was able to deliver creative implementations that appealed to our varied internal and external audiences. Aqua`s local and international presence not only instils confidence, but also adds a global perspective to its general approach."
Avadya Berman, account manager, Aqua Online, comments on the importance of the Internet as a strategic channel for BMW: "BMW`s Web site is inherent to its broader CRM strategy as its target market is predominantly Internet endowed. As brand custodians, Aqua Online had to update all the existing content, prepare for all BMW`s new initiatives and re-engineer a strategy for bringing BMW`s online presence in-line with a common strategy."
Following its initial appointment as BMW`s Internet agency, Aqua Online identified numerous benefits that could add value to BMW`s existing business. "BMW is a company that truly embraced the power of the Internet in all aspects of its business," comments Berman. "Working for an organisation that recognises the value of technology is exciting and Aqua is enthusiastic about our partnership with BMW."
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Aqua Online focuses on the provision of services to the high volume, high cash-transaction end of the e-commerce market. The company has offices in SA and the UK, with the UK base granting Aqua Online access to a broader spectrum of e-commerce clients, while its workforce in SA offers the required technical skills.
Aqua Online receives 75% of its earnings from its UK operation and over 90% of its pre-tax profits are offshore, a number that is expected to grow over the next few years.
Aqua Online`s services include strategy consulting, front-end design, back-end integration and engineering, integration of existing legacy systems, site hosting, online marketing services, multilingual call and e-mail response centres, offline back office accounting and transaction processing, multi-currency online credit card transaction processing and online security and credit card fraud vetting services.
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