“Make Mister-Auto the reflex point for professionals”

Decision workshop: How did the site cope with the crisis?
David Boccalini: Thanks to the team, the service was able to continue and we were even able to register a small growth in 2021. We also took the opportunity to develop new projects. By implementing an internal reorganization and investing in vibrant markets, we are ready to return to profitable growth.

Decision workshop: Mister-Auto is historically located in the independent B2C spare parts market.
David Boccalini: The marketplace actually has a true IAM culture, but we also offer products from the Stellantis group. The site is primarily intended for private use, but has more than 15,000 professional accounts and more than 3,000 registered fleet managers. But we have also strengthened our BtoB offer since 2016, with next day delivery and free returns. We have also just launched a 30-day deferred payment for professionals with the aim of becoming a secondary supplier / repairer. Mister-Auto sells more than 10 million parts and accessories a month.

Decision workshop: Are there other offers on the way, especially in terms of recycled parts, as evidenced by your recent collaboration with B-Parts?
David Boccalini: This partnership with B-Parts, which is also part of Stellantis, will actually allow us to offer a range of used parts. This complementarity will be able to cover the Group’s needs for wearing parts in France, Spain, Portugal and the rest of Europe this summer.

Decision workshop: The catalog is thus enriched?
David Boccalini: The catalog is a strong growth axis for Mister-Auto. The site was expanded with more than 400,000 references in 2022 with the aim of covering the fleet by offering different levels of range and price, especially thanks to our private label brand Bolk and BProAuto. The strengthening of the catalog also makes it possible to improve accessibility in the light of current supply difficulties. Finally, the expansion of complex series, such as injectors or the arrival of new families, such as tools, paint or bodywork, aims to make the Mister-Auto a reflex area for professionals.

Decision workshop: You also have a new tab on your site “Universe – Urban Mobility”. What does it consist of?
David Boccalini: The strategy is to offer a complete e-commerce experience with all assortments and all parts. The Universe page is a new entrance for urban mobility with dedicated parts and accessories. Users can now buy a Citroën Ami (Opel Rocks in Germany) and / or e-bikes as well as electric charging cables, allowing us to diversify our mobility solutions. We also offer clothes and goodies from Citroën Racing and Peugeot Sport.

Decision workshop: Does this diversification of your solutions go hand in hand with your services?
David Boccalini: In fact, the marketplace is constantly trying to improve the customer experience, especially by asking users for their satisfaction and by developing the usability of the site. The idea is to create an increasingly personal experience that will lead the marketplace to offer predictive marketing. The site will thus be able to offer the part that a particular customer needs at the right time. Mister-Auto has also launched an application that allows us to test new features. At the moment it is a success, because one in three sales takes place via the app with the aim of reaching one in two sales.

Decision workshop: Are there other new features on the way?
David Boccalini: A new cat is being launched and we will also be offering a loyalty program before the end of the year.

Decision workshop: What are your ambitions for 2022?
David Boccalini: First and foremost, the priority of the site is customer satisfaction. We also want to consolidate our role as a provider of e-commerce solutions for Stellantis in Europe and develop our international strategy, in particular thanks to B-Parts and the expansion of professional accounts on a European scale.

[Entretien complet à retrouver dans le magazine Décision Atelier n°171]

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