JIMEX Case Study

GOAL: EXPAND B2C SALES

Only Japan-based businesses can bid at automobile

auctions hosted in Japan. But JIMEX, which is based

in Japan, offers an ecommerce website with an online

bidding tool that allows dealers and consumers all

over the world to participate in the auctions. The

site enables global customers to access over 100 car

auctions taking place in Japan and get the best deals

from each auction.

SOLUTION: PERSONALIZED COMMUNICATION VIA HUBSPOT

JIMEX YOKOHAMA, JAPAN www.jimex.co.jp

ABOUT JIMEX Established in 2007 with headquarters in Japan, JIMEX is a global exporter of used and new Japanese vehicles—working with a network of loyal customers online throughout the world in the Caribbean, the US, South America, Europe, East Africa and Oceania as well as central and southeast Asia. The company offers a wide variety of cars, buses, tractors, trucks and motorcycles while exporting 25,000+ units every year. The company’s technology allows customers to participate directly in Japanese vehicle auctions where they can bid on more than 50,000+ vehicles every day.

JIMEX

Personalizes Customer Communications to Increase Bidding at Online Automobile Auctions

Normally, it would have been time-prohibitive to load that much data into HubSpot, but Scribe enabled us to complete the task in just two weeks.

“

”Luis Ramirez Head of Marketing for JIMEX

Historically, JIMEX customers have been dealers operating outside of Japan who purchased

multiple cars per month. But the company saw the opportunity to expand its business by selling

directly to consumers around the world that needed new or used vehicles, high-performance

vehicles, or replacement parts.

To expand B2C sales, JIMEX decided to build a communication system that had the potential to

personalize and differentiate the ecommerce experience for consumers. Seeing marketing automation

as a key element of that solution, the company decided to deploy HubSpot to automate its inbound and

outbound marketing programs. To personalize the services offered to individual customers and increase

customer activity in the auctions, JIMEX decided to push real-time updates out to customers as they

participated in the online vehicle auctions.

To facilitate that communication, the company realized it needed to integrate HubSpot with a number

of unique data sources, such as predictive customer analytic systems, past auction results, specific

characteristics of available vehicles, and consumer preferences. This would ensure each customer receives

personalized information on the vehicles they are most likely to purchase.

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JIMEX Case Study

“The key was to find a solution that could pull information from

the multiple sources we use into HubSpot in real time,” says Luis

Ramirez, Head of Marketing for JIMEX. “When a customer loses

out on a particular auction bid, we want to immediately present

them with other vehicles they can consider in order to maintain

their interest and keep them active at our site.”

Based on a recommendation from HubSpot, JIMEX deployed

Scribe Online. The cloud-based data integration solution was

first used to connect HubSpot to a large SQL database that

contained auction data such as specific vehicle characteristics,

bid history, and past purchases. This data allowed JIMEX to

personalize communications about upcoming auctions to each

consumer’s preferences.

However, the JIMEX vision didn’t stop there. In subsequent

phases, the company planned to integrate its HubSpot system

with Twilio, an IP phone call logging and SMS communication

system, to collect additional consumer information for

targeting prospects. JIMEX also planned to integrate HubSpot

with the HeaP analytics tool, which can record and analyze the

steps visitors take on the company website. The company can

then use Amazon RedShift to correlate the data to customer

email addresses and other key identifiers so it can improve

recommendations to consumers and predict the winning bids

of future auctions.

THE RESULTS: INCREASED PERSONALIZATION DRIVES CUSTOMER ACTIVITY

By connecting to all these data sources, Scribe brought all

of the company’s data on past bidding, customers, auctions

and other transaction activity into HubSpot. The information

can now be used to communicate upcoming auctions and

vehicle information to potential buyers based on their buying

preferences.

“Scribe appeals to us as a data integration tool because it’s

not just a bespoke system,” says Ramirez. “We can expand

and change integrations as we add new analytic tools or need

to connect to other data sources that assist in our marketing

efforts. With Scribe, we have essentially super-charged our

automated marketing process and turned it into an outbound

marketing vehicle—it’s like adding an Astin Martin engine to a

Honda.”

By loading data from multiple sources into HubSpot fast, Scribe

also provides JIMEX with the ability to add personalization and a

vehicle recommendation engine as it reaches out to customers.

“With thousands of customers in over 50 countries,

communicating with all of our customers directly would

normally create a lot of effort because of all the export-import

regulations and the process customers must follow to acquire a

car online,” Ramirez says. “But the Scribe-HubSpot combination

enables us to bring all the necessary information together

quickly and automate the communication process. In addition

to making the online shopping experience more enjoyable

for our customers, we are also gaining the ability to sell our

services into new markets.”

By relying on Scribe, JIMEX imported 250 different data fields

and eight years of customer and auction bidding information

into HubSpot. “Normally, it would have been time-prohibitive

to load that much data into HubSpot, but Scribe enabled us to

complete the task in just two weeks,” Ramirez points out.

In addition to marketing automation, the data brought into

HubSpot from the company website by Scribe also helps JIMEX

conduct marketing-lead scoring analytics. But the real-time

synchronization Scribe offers during auctions is the crucial

factor. Whereas other data integration solutions would take up

to one hour to sync, Scribe executes the data updates every 3-5

minutes.

“The data that is integrated is personalized for each customer

so we can make sure we present vehicles that match the

attributes they are looking for and are most likely to prompt

them to participate in an auction,” Ramirez says.

Looking ahead, Ramirez expects that the analytics brought

into HubSpot by Scribe will help drive more visitors to a new

website section called Favorites. This will allow customers to

more easily identify auctions for their top preferences.

“Scribe enables us to give consumers a very customized

ecommerce experience,” Ramirez emphasizes. “Connecting

all of our unique marketing and analytic systems in real-time

is the key value. We can generate messaging that speaks to

customers one-to-one so they will keep wanting to do business

with us.”