Adoption of omni-channel, multi-brand assisted sales taking company ahead
Bafna Motors of the Bafna Group, one of the key dealers for Tata Motors, who sold 11,400 vehicles last fiscal (of which approximately 6,000 came from Mumbai alone), is aiming to cross the 15,000-unit level by the end of fiscal 2020. Given an omni-channel set-up that integrates the different methods of buying available to consumers (e.g., online, in a physical shop, or by phone), the overall professional set-up of the dealership and a strong support of the group’s value-chain divisions like ABCN Manufacturing, Bafna X, Bafna Maxx and ABCN Logistics, the company may well exceed the target.
In an exclusive tete-a-tete, Mr. Arjun Bafna, CMD, Bafna Motors, discloses: “With our 5 mother dealerships and 120 outlets in Maharashtra, we are confident of clocking sales of 15,000 vehicles in fiscal 2020. At the same time, I see our value-chain business integrating deeply with the commercial vehicle industry to propel us into the next phase of growth.”
Mr. Bafna’s confidence stems from the well-integrated IT system that he has been able to weave in since 2014-15 as well as through understanding demand of the market that made the value-chain division complement the dealership.
For starters, the six-decade old dealership has a robust software program designed in-house. Known as MyBafna the software undertakes not only post-sales analysis but also pre-sales analysis. Know Your Customer (KYC) details are uploaded in the Central Processing Unit (CPU) and segregated once the enquiry is received by the dealership as well as through call centers.
“Apart from the direct enquiries at the dealerships, our 50-member call center receives 6,500 enquires a year. Every enquiry will get a call back to ensure whether they were given all the information when they called. A feedback on their requirement on call will be taken down. This not only ensures quality control in collating the data but also helps us during our marketing campaigns through SMS or Whatsapp,” informs Mr. Bafna.
The data helps the company find out whether the actual area of sales is in sync with the number of enquiries coming. An area A may have more enquires, but the sales may be happening in area B. The company can plan to deploy manpower and stocks accordingly.
“The data has its own advantage in post-sales analysis. If we need to shift our attention somewhere, we can be more diligent there. One such discovery has led us to move our head office-cum-dealership to Vashi from the existing Thane. This will be closer to our core customer’s hub. The system in place also predicts who is likely to buy vehicle in a particular month. This propensity list will further prepare us to be effective. Even though the data might not be 100 per cent correct currently, even if it is 70 per cent accurate, we can be ahead of the curve,” beams Mr. Bafna.
Assisted sales through value-chain brands
Bafna X is a centralized customer care unit of Bafna Motors that is proficient to offer all-round support, 24 x 7. “If one buys a vehicle from Bafna Motors, the party will get free breakdown and accident support on site and free towing anywhere in Maharashtra. All our 5 mother dealerships are with 3S facilities, and most of our outlets are also equipped with a workshop,” assures Mr. Bafna.
ABCN Manufacturing
Bafna Motors started ABCN Manufacturing in 2014 with an aim to facilitate fleet operators with body-building. “We wanted to ensure that we give readily available services to customers’, so that they don’t waste time in bodybuilding and their vehicles can be productive from day 1 of the purchase. At any given point of time, we keep stock ready in such a way that once the chassis arrives, it gets fitted with the body and the vehicle is out to go,” asserts Mr. Bafna.
ABCN Manufacturing that started with Tata Ace FBV (fully built vehicles) projects commands around 50-55% market share in the segment. “Most of the Ace vehicles that you see in the city are made at our ABCN factory in Bhiwandi,” he adds.
Spread across three acres, the state-of-the-art facility employs highly-skilled personnel and work is carried out on all types of cabins, dry & refrigerated containers, and special purpose vehicles. ABCN maintains the highest levels of safety and efficiency, and sticks to stringent quality control standards to ensure the best materials, and procedures utilized. Having stabilized the Ace FBV business, the company has extended its expertise towards managing construction tippers and refuse trucks.
Mr. Bafna further observes: “We have machinery, capability and manpower to take up tipper jobs. Last month we did around 15 to 18 tippers and this month we are sure of at least 25 to 28 and by February we should reach 50 tippers a month. This can be expanded upto 600 units per month. These are for multiple requirements like 25 tonners, 35 tonners, 31 tonners. We do all, doesn’t matter if it is for 14 or 16 cubic metres rock body. We also have capabilities for 24 cubic metres rock body. For waste management, we are the largest dealership in the country to sell refuse trucks. We are also making solutions for waste management in the tippers, especially for last mile as we already have 200 vehicles in the form of tippers on Tata Ace platform. The division also has a distribution agreement for trailers from Tata Dlt.”
ABCN Logistics- cargo connect
Another project that Bafna Motors has commissioned is called cargo connect, under the company called ABCN Logistics. The company will participate in various logistics tenders or contracts from different parties and give it to Bafna Motors customers.
“We have chalked out a plan to work on the infrastructure clients as well as last mile delivery. It can be also with first time users as well as single users. The whole pitch is that if you buy vehicles from Bafna you will also get business, and we have already entered into a 10-million-dollar contract with Shapoorji Pallonji in Orissa,” reveals Mr. Bafna.
Bafna Maxx
With a well-equipped, large set-up on the Mumbai-Nashik highway, Bafna Maxx offers a range of used commercial vehicles across brands. Customers also have a choice of exchange and purchase, with assured quality and true value of product. “There is no dealership in the country right now that focuses on used vehicles as we do, through our certified refurbished-vehicle arm, especially in the commercial vehicle segment. We have a dedicated 30,000 square feet showroom and a yard with workshop to service in, the used vehicles,” he asserts.
Understandably the plan is to not only remain a seller but provide end-to-end services. Service breakdown through Bafna X, provide application with ABCN Manufacturing, give business for the application through ABCN Logistics and the life cycle, purchase the vehicle back for a new requirement.
Given the expertise in multiple brands, it won’t be a surprise if the company also decides to open up a technology division. Quiz Mr. Bafna on the same and he gives his unrestrained remark: “We may want to get into the software selling business through a new entity called ABCN Technologies, that makes software. Our entire backend as well as most of the front end is automated. Our stock is AI (artificial intelligence) driven that allocate the stock depending on the vehicle age, on how well the vehicle is maintained and takes it out from the list if it doesn’t fit the parameters. We definitely want to also sell it to other dealerships and we are already in talks with couple of dealers in the south.”
Going by the company’s omni-channel and multi-brand value-chain divisions, we are certainly witnessing Bafna Motors’ momentous growth that will not only put the company ahead of the curve but also mark a remarkable change in the image of commercial vehicle business in India.