BMW AG Chooses Intershop Software for E-Commerce Platform

  • Enhanced BMW customer experience thanks to online offerings
  • Multiple corporate brands managed via a single Enfinity platform
  • Integration of existing sales and IT structures

Jena, Germany, June 29, 2010 – Customers of BMW’s motorcycle division can now enjoy an enhanced experience thanks to attractive online offerings. The improved website not only provides extensive information on every aspect of the available products and services, it also lets riders plan and book a tour, request a test ride, and engage with other members of the riding community to share photos and rate products. In addition, all manner of accessories, including rider equipment, saddlebags, and navigation devices, can be ordered via the site. 

The Web offerings form part of the new BMW e-commerce concept, which brings together online stores from Mini, BMW Classic, and Aftersales as well as the BMW motorcycles site. The stores are all powered by Enfinity software from Intershop. Thanks to its multi-client capabilities, this technical platform allows operation of multiple independent stores, each with additional national websites and country-specific features. A challenging aspect of the implementation was the need to integrate the existing IT landscape into the new e-commerce system, including mapping enterprise-wide supply and logistics processes within the BMW Group. To achieve this, disparate data sources and formats from the motorcycle, Mini, BMW Classic, and Aftersales business segments had to be aligned and made available. The resulting solution gives each business segment the flexibility to meet its specific needs.

“This solution ensures that each of our different business segments has the necessary flexibility,” explains Frank Diepen, Head of E-Commerce at BMW Motorcycles. “The online world has long been a very important environment for the BMW motorcycle community. The new store rounds out our presence and fulfills the expectation of 24/7 service. For us, it also opens up the opportunity to generate additional revenues for BMW Motorcycle, allowing us to further expand our customer base.”

Local dealerships also benefit from the new online options. As well as sharing in the additional sales generated by the online store, dealers can access up-to-the-minute data to support their marketing activities.

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISHA) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions. Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication