Renault, the French carmaker followed a new approach to market the popular Kwid - if that was necessary - which has proved as a tremendous success in India.
The company emphasized on digital marketing with an aim to reach the younger buyers. Renault launched a mobile app to book the small hatchback Kwid. The company has logged booking of 21,600 units since the app went live.
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The company said that they had to think differently when the Kwid was launched back in September 2015 as they were up against some of the established players in the segment.
The company further added that the challenge was huge and apart from traditional marketing, they were looking to use digital as a strong medium.
Renault came up with a three-pronged digital strategy: introduction of an app, a virtual showroom, and launched a huge social media engagement to increase awareness.
The mobile app is available in both Android and iOS platform, the app serves as an e-brochure where potential buyers can view images and videos of the Kwid both the exterior and the interiors.
It has been a year since the app was launched, Renault has received more than 21,600 bookings only through mobile app alone on the total bookings of 165,000 units. Also, there has been a total of 400,000 downloads of the app.
Renault has also tied up with mobile payment platform Paytm in the Delhi NCR a couple of months ago to further facilitate online bookings and make booking amount payments at the dealerships with their Paytm wallets.
Next in line will be to offer the e-commerce Paytm choice to other cities like Mumbai, Hyderabad, Chennai, and Bangalore. The company said that they have received 600 bookings for the Renault Kwid through Paytm in just 12 weeks.