When One Door Closes, The Door To Digital Commerce Opens
In March 2020, COVID-19 truly made its mark as a global pandemic, one that quickly evolved with no evident end in sight. The impact on businesses was unparalleled and for many retailers who were forced to close, the shift to digital became inevitable – it became the only outlet through which they could try to address the harm that COVID had caused.
MG Motor responded immediately to this unparalleled level of uncertainty, and in mere weeks, as opposed to what would have once been expected to have taken months, the brand rapidly revamped its website to capitalize on the services it had to offer consumers who were seeking peace of mind during the pandemic.
It was estimated that in 2020, 11 million users were visiting our website and 80% of these users were using mobile devices. MG had to capitalize on this tidal wave of online activity by meeting its young and tech-savvy consumers where they were. As a result, our online offers, services and products were developed even further and a new e-commerce shopping experience was introduced.
With a mission to keep interest levels high and convert consumers into super-fans, MG worked closely with its distributors to provide customers with a safe way to buy their desired MG car online, and to have it delivered to their doorstep without any hassle.
The new MG Motor Middle East website received over 1.3 Million visits on the e-commerce platform since its launch in April 2020, and over 7,000 enquiries relating to either booking or reserving a MG car online. The majority of the enquiries came from either Google/Organic searches, or through social and other digital mediums. These consumers were particularly interested in MG’s SUV line-up, especially the 7-seater flagship SUV, the MG RX8.
The new e-commerce platform allows customers to select their specific choice of MG car, reserve it, structure a financial payment plan and benefit from special online pricing offers.
To maximise the impact of the e-commerce platform further, MG’s distributors in the GCC offered customers the opportunity to win back the value of their car if they bought it between April 1st and May 31st. Despite the challenging market conditions caused by the pandemic, MG’s sales continued to grow at a remarkable rate and the brand’s outstanding performance has seen its market share grow from an average of 2.5% in 2020 to an average of 3.6% in 2021.
MG Motor Middle East will continue to offer customers exclusive and authentic experiences, be it on the website, through social media content and even through tactical offers in line with its efforts to optimise its digital-first approach.
Lara Sous
Public Relations & Social Media Manager
SAIC Motor Middle East FZE
