In 2015, Carsome launched an easy-to-use, holistic car selling platform. They faced immense challenges in establishing integrity, credibility, and authenticity as the public did not positively perceive used car dealerships. Its solutions bore initial feelings of distrust and questions of legitimacy. Carsome turned to Vase.ai to gain insights into how they could overcome these barriers
Increase brand awareness and differentiation through improved messaging
Carsome is Southeast Asia’s largest integrated car e-commerce platform. With presence across Malaysia, Indonesia, Thailand and Singapore, Carsome aims to digitalise the region’s used car industry by reshaping and elevating the car buying and selling experience.
Carsome provides end-to-end solutions to consumers and used car dealers, from car inspection to ownership transfer to financing, promising a service that is trusted, convenient and efficient.
An online study carried out by Vase.ai in September 2018 revealed that only a fraction of consumers in the Klang Valley were aware of the Carsome brand, while a lower number of consumers were ready to try out Carsome's services.
Given this gap, Carsome recognised that one of the main barriers was the trust factor of used car dealerships. To improve this, Carsome needed insights on consumer concerns and issues that consumers were experiencing with existing vendors and platforms that are perceived as competing solutions to Carsome.
To highlight a few:
Carsome needed an agile solution that enables them to learn, iterate and measure their implementation continuously. Carsome worked with Vase.ai to run several waves of online market research studies. The design of each survey was to find out consumer behaviours and the patterns in awareness, knowledge and spotting any seasonal factors that may be driving consumers' decisions.