1. Vennli, Inc. | 112 W. Jefferson, Suite 500, South Bend, IN 46601 Vennli.com | 574.344.2022 | info@vennli.com
// CASE STUDY
BMW Financial Services
Provides financing options to purchasers of BMW vehicles
// SOLUTION
BMW Financial Services partnered with Vennli, whose software and services improve business decisions
by making it easy to understand how customers make choices. Using the integrated survey platform,
BMW Financial Services easily gathered real-time insights about what’s most important to customers and
how they choose between competitors. Intuitive data visualization quickly lead to decisions aligned with
customer needs.
// CHALLENGE
BMW saw tremendous growth in the leasing of their vehicles. This meant that many used vehicles would
become available after the leasing period. Therefore, they needed a strategy to grow auction sales for BMW
factory-consigned vehicles.

2. Vennli, Inc. | 112 W. Jefferson, Suite 500, South Bend, IN 46601 Vennli.com | 574.344.2022 | info@vennli.com
Rewards for
consignor loyalty
Low transaction fees
// RESULTS
• Developing more complete vehicle information for pre-auction review was an easy fix for BMW, and they
immediately acted on this insight.
• Those buyers who currently do not prefer BMW view low transaction fees as more important, meaning that a
fee reduction strategy may result in growth in this segment.
• Additionally, the team learned about the weaknesses of their top competitors and unmet customer needs,
giving them the business intelligence needed to develop a strategy to innovate and grab market share. For
example, frequent purchasers of Mercedes Benz had number of unmet needs that BMW could meet for
customers, resulting in increased market share.
The survey was sent to large independent
buyers who frequently purchased BMW or
competing luxury vehicles at auction.
• Of highest importance to buyers were
factors such as consistent and fast
problem resolution, accurate vehicle
information, and convenient online
auction buying.
• When compared to their top competitor,
Mercedes Benz, many factors were
perceived as points-of-parity, revealing an
opportunity to differentiate themselves in
the eyes of their customers.
• In general, “low transaction fees” was
viewed as an unmet customer need, but
this was actually less important for buyers
who frequently choose BMW.
• Those that purchase Mercedes Benz
most frequently had multiple unmet
customer needs, including low transaction
fees, not having to invest a lot in repairs
before reselling, vehicle promotions, and
rewards for consignor loyalty.
• When looking at buyers who were not frequently choosing BMW, it was clear that one of the main reasons they were
picking a competitor was because of the vehicle information available before the auction. Prior to the auction, the
competitors’ documentation was more complete, which allowed buyers to preselect their vehicles. BMW’s vehicle pre-
auction information was not as easily digested or robust.
// KEY INSIGHTS TO DRIVE BETTER DECISIONS