case study
Direct-2-Consumer Sales: How we successfully created a new digital “agency” sales channel in 9 months
Philip Van Puyvelde
As part of a strategic shift, a major car importer set out to launch a new brand in Belgium through a direct-to-consumer (D2C) model. Unlike the traditional reseller setup, this ‘Agency’ approach required agents to sell cars on the company’s behalf. BrightWolves was brought in to define the end-to-end processes and ensure the right IT systems were in place to support a seamless launch.
Challenge
At project kickoff, there was no clear view of the current end-to-end processes or the full scope of domains impacted by the Agency model. Without this foundation, it was impossible to assess the impact of the upcoming changes. The complexity was further amplified by various potential scenarios—ranging from financing options to B2B and B2C transactions, accessory configurations, and delivery logistics. Convincing agents of the model’s efficiency and reliability added another layer of complexity to an already ambitious transformation.
BrightWolves was a huge help during our digital transformation. They quickly understood our strategic needs, the business we operate in and our challenges. They combined this with the technical knowledge to translate this into concrete initiatives and technical requirements across a variety of applications and teams.
Approach
BrightWolves approached the project in three distinct phases:
1. Drafting and Iterating To-Be Processes: We initiated the project by engaging with all departments involved in vehicle sales and delivery (Logistics, Finance, Purchasing, Agents, Marketing, …), along with the product owners of the relevant applications (13). This collaborative effort allowed us to co-create draft versions of the to-be processes. These drafts were refined through multiple iterations to ensure efficiency, promote cross-departmental collaboration, and verify technical feasibility, resulting in validated to-be processes.
2. Translating into Requirements: Utilizing the developed process maps, we identified all necessary requirements, both system-related and otherwise. Collaborating with the different IT teams, we strategically planned system changes and created the implementation roadmap, taking into account timing, inter-dependencies, available capabilities, and operational impact on running activities.
3. Implementation and Training: During the implementation phase, we worked closely with the IT teams and business teams to meet requirements and deadlines, resulting in fully functional end-to-end (‘Agency’) sales process, supported by the business teams. Simultaneously, we conducted training sessions for the involved personnel, ensuring a smooth transition to the new way of working.
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Impact
The project enabled the successful sale of thousands of vehicles through the D2C channel in its very first year. Transitioning to the Agency model impacted multiple domains—from logistics and invoicing to pricing and stock planning—yet the transformation was delivered on time and without disruptions. The company now operates a fully digital and streamlined sales process, backed by a scalable, future-proof IT landscape.
Summary
Delivered a complete D2C sales process from design to execution
Mapped and implemented cross-functional to-be processes
Translated business needs into system requirements across 13 applications
Enabled the sale of thousands of vehicles in the first year of launch
Ensured a smooth rollout through hands-on implementation and training