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Automotive The Future of Retail with Tesla's Innovative Kiosk System

  • Headquarters: Austin, Texas, USA

2 week
Storyblok implementation
Automation
CRM

Electric vehicles have become all the rage in recent years. Tesla, the most widespread EV manufacturer, has revolutionized the industry by developing cutting-edge affordable vehicles. Across Germany, the company operates about 30 Tesla Stores. Tesla's first European production site is the Gigafactory Berlin-Brandenburg, finished in 2020.

eCube helped Tesla Germany extend their Digital Kiosk System with info terminals. They are a German expert in digital commerce. They implemented Storyblok for the efficient maintenance and presentation of vehicle information. This also helped them gain customer data via a form. The project also involved connecting their current CRM system to collect data automatically. Tesla Germany was able to increase its customer service focus. It was also able to automate its customer collection data process.

  • Quote from Manuel Willert, Director of Sales & Partnerships at eCube

    The Tesla Germany staff now saves time on manually entering data into their CRM system and can entirely focus on customer service. Moreover, stores now enjoy a significant increase in the conversion of user data, a process that used to be completed manually.

    Manuel Willert
    Manuel Willert
    Director of Sales & Partnerships at eCube

The challenge: High maintenance and lack of automation

In its stores, Tesla uses interactive touch screens. This is to make vehicle information service better and help customers with advice. The digital kiosk system enables prospective buyers to explore the product world. They can also enter their contact details, for example, to book test drives. So, Tesla Germany needed to overcome some technical challenges:

  • Simplify the process of updating vehicle information for Tesla employees to improve efficiency.
  • Gather customer data in the CRM system.
  • Set up info screens in new stores or at trade shows with ease.

This is where eCube stepped in to help Tesla Germany.

Going headless with Storyblok

eCube created and installed a new software architecture for Tesla. It is based on the structural principle of headless commerce. This decouples the backend and frontend. The content of the kiosk system can be updated without impacting the backend systems. The backend is organized in a modular way. So, new technologies can easily be connected via standard interfaces (API) or services. Hardware-oriented system programming ensures seamless interaction between touch screens and software.

Tesla Germany today operates a kiosk system with hardware and software built from the same mold. The software design allows for easy customization and expansion of the system.

With the help of Storyblok, Tesla Germany now enjoys:

  • Easy maintenance and publishing of vehicle data and questionnaires via the Visual Editor.
  • Individual data models to ease structured entry and maintenance of vehicle information.
  • UX-optimized form design for entering prospect data.
  • Flexible content publishing on any device by decoupling the front and backend.

Storyblok's headless CMS used for Tesla's Kiosk System

Storyblok's headless CMS makes it simple to maintain product data in the kiosk system. When potential buyers enter their contact info on the screen, it goes to the central CRM. There they are available to Tesla's sales teams throughout Germany for rapid processing. An integrated reporting dashboard provides comprehensive insights in real-time.

  • Quote from Manuel Willert, Director of Sales & Partnerships at eCube

    Thanks to Storyblok's flexibility, the user interface of Tesla’s kiosks could be optimized in such a way that interaction with the solution led to a significant increase in the data conversion rate.

    Manuel Willert
    Manuel Willert
    Director of Sales & Partnerships at eCube

From start to finish, the project lasted 6-9 months. It took about 2 weeks to connect the info terminal web app and the admin dashboard of Storyblok. This included defining the model, importing assets, introducing data sources, adding content, etc.

  • Quote from Joachim Uhrlass, Managing Partner at eCube

    To make it easy to update and display product information in the kiosk system, we integrated Storyblok's CMS. Not only does it allow Tesla staff to easily maintain information on existing models, but they can also create new vehicle models with text and image content, and customize the forms to obtain customer data as needed.

    Joachim Uhrlass
    Joachim Uhrlass
    Managing Partner at eCube

Working with headless architecture and Storyblok

The headless system architecture integrates devices with flexibility and reliability. This is regardless of manufacturer and operating system. And a benefit that is very convenient. It is now easier to set up new screens in stores or trade fairs. You don't need as much technical expertise.

The team at eCube enjoyed working with Storyblok. They liked the easy-to-use APIs, simple JS client, and flexible content structuring. Being able to define their own components was very important as they needed to manage also form fields and select values in Storyblok. Storyblok's image service resizes product pictures on the fly and fits them for each device.

One CMS, endless possibilities