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[December 02, 2008]
Bluecycle: WTG Drives Auto Salvage At Bluecycle eBay for Insurance Write-Offs
(M2 PressWIRE Via Acquire Media NewsEdge)
Bluecycle is an independent company with close ties to Norwich Union,
the UK's largest insurer, which has since 2000, designed and applied
new web-based systems that have dramatically improved the business of
buying and selling commercial assets.The result is a secure and robust
trading system that uses state of the art technology to maximum effect.
Bluecycle itself brings buyers and sellers together in an automated
environment that offers exceptional levels of value and convenience. It
is proud of the fact that it has built in all the security, logistical
backup and human help its customers need to allow them to trade with
Bluecycle's largest areas of business are auto and plant salvage. In
just a few years, it has transformed the face of the vehicle salvage
market in the UK. It has built a comprehensive salvage operation from
the ground-up, encompassing vehicle recovery and storage and online
auctioning. During this time, the company has auctioned over 350,000
vehicles and built a large customer base of professional salvage buyers.
Its systems are custom designed and backed up with a nationwide
logistics network. Users can visit the online auction site and bid at
any time of the day or night. All vehicles are checked for outstanding
finance issues, before being published on the auction site with full
descriptions, detailed damage reports and multiple photographs. Bidding
is simple, and all payments are made online. The system is designed to
maximise user convenience, whilst managing a high volume of sales.
Dot Com Success
bluecycle.com itself was launched in 2000 to design and apply
Internet-based technology to the insurance industry. Its main focus is
the disposal of distressed business assets including auto salvage.
From the start, the company's objectives were clear - to develop a
credible and transparent marketplace that had benefits for both buyers
and sellers, to bring new technological efficiency to the salvage
disposal process and to generate higher returns for salvage sellers.
Bluecycle has grown steadily over the last eight years, constantly
testing and improving the value and reliability of its systems,
supporting an expanding community of buyers and sellers and developing
into a lean, profitable company that understands the importance of
strict budgets and keen margins.
Its robust and trusted trading system uses the web to maximum effect,
whilst its dynamic programme of continual improvement keeps it at the
cutting edge, making the business a real dotcom success story.
WTG, a business and technology consultancy specialising in innovative
web based solutions was chosen by Bluecycle to enhance the existing web
based infrastructure. For the company it was clear that the existing
infrastructure had outgrown its functionality and was not able to meet
the existing, and more importantly, future business needs of the
Bluecycle made the decision to embark on a programme to re-engineer and
reconfigure the site to meet the future business expectations of the
company, its employees and those of the broader market as a whole.
Critically Bluecycle recognised that it needed to undertake a two-stage
Create a new design and build new functionality to all internally
facing sections of the existing system to make it more user friendly
whilst creating a roadmap of the processes for moving the business onto
a new platform
Roll-out of the new design and functionality to the external site
to deliver a more robust and content rich experience for users of the
online auction site
The Bluecycle website is a critical storefront for the company. It is a
true dot.com, providing a web auction site coupled with a vehicle loss
recovery management system. The site is designed to capture customer
information, manage bids, and fulfill orders and process payments. The
website does support a number of mission critical business processes,
allowing pre-qualified customers to access auctions and purchase
salvage. However, a lack of flexibility was holding back BlueCycle in
achieving its future growth ambitions.
WTG was chosen to enhance the public face look and feel, and to deliver
improved internal menu and searching capabilities. The project team
focused on providing a more dynamic and appealing user interface to
deliver an enhanced user experience.
WTG working collaboratively with Bluecycle, managed the planning,
content analysis and modeling, and brand workshops, as well as the
development of site maps and page wire frames.
Looking at the road ahead
Bluecycle also worked with WTG to help develop a roadmap for the
transition of all the company's processes from the existing platform to
a new, more robust infrastructure.
The new infrastructure architecture needed to support a number of
existing mission critical business processes, including:
New vehicle upload: from sources such as RAC Incident Care and
Assigning salvage partners
Vehicle clearance compliance
Auction management and publication
Auction bid management and ecommerce fulfillment
Financial management such as payments processing
Cancellation or scrap
Assigning jobs to field engineers
With the growing success of the auction site, it was absolutely
critical that the new functionality and enhancements enabled
innovation, whilst also providing the flexibility to support existing
and future client requirements.
The new infrastructure was based on a modular architecture, which
enables many of the common application resources to be re-used.
However, a clear separation of modules from the users' perspective
would create concurrent development paths that in turn would shorten
WTG working closely with Bluecycle therefore developed a modular
architecture based on three business processes: pre-auction, auction
and post auction.
Pre-auction: including Logistics Operations and Token Clearance
Platform with integration to third party services including the DVLA,
insurance companies and other sources of salvage. This module also saw
the introduction of messaging via SMS and IM or SLA defined decisions
to staff within the organisation, or in claims departments, salvage
partners and engineers
Auction: comprising of an ecommerce platform with greater
visibility of site-wide bidding behaviour, direct marketing access to
CRM, advanced CRM user behaviour tracking, cross selling as well as
personalised email marketing
Post auction: including release authorisation, payment gateway and
scrap confirmation. Enhancements included debtor reporting and budget
Business Benefits Through the relationship with WTG, Bluecycle has
recorded several important business benefits for both their users and
The redesign of the internal user interface and menus has
increased efficiency, improving the information architecture and user
journey through business critical applications;
By enhancing the internal search function, users are able to find
the appropriate information in a more efficient manner with less clicks;
Refreshed the website to modernise its look and feel has enhanced
the range and ease of external interfaces for customers, salvage
partners and buyers;
Increased the capability to deliver faster and better lead-times
for the deployment of innovative market solutions through the
development of a modular application architecture; and
WTG also helped deliver a cohesive plan to the Bluecycle board
outlining a roadmap for the ongoing development and enhancement of key
- Ends -
NOTES TO EDITORS
WTG is a business and technology consultancy focused on the delivery of
innovative web based solutions for the public and commercial sectors.
Its strategy is to work with best of breed product vendors in portal,
CMS, collaboration and search. WTG delivers solutions to customers that
meet their strategic goals by changing the way that companies work
using web based technology, connecting the extended enterprise and by
providing a secure infrastructure for all business information.
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CONTACT: Luke Derbyshire, Spreckley Partners Ltd
Tel: +44 (0)207 388 9988
Jilli Armitage, WTG
Tel: +44 (0)79191 73750
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