The Challenge

Modernizing the digital marketing infrastructure

The automaker faced significant hurdles due to outdated legacy systems and long-time incumbent partners, which hindered innovation. The lack of unified customer profiles prevented effective personalization across channels, while limited customer journey orchestration made it difficult for customers to transition smoothly from online shopping to in-dealer experiences. Additionally, a fragmented organizational structure posed alignment challenges across regions and departments.

The Solution

Implementing advanced digital solutions 

Credera addressed these challenges by delivering an enhanced web experience on Adobe Experience Manager with improved personalization capabilities. They implemented a new A/B testing protocol to drive data-driven decision-making and launched an online reservation tool to enable customers to secure vehicles online. The customer profiles and account tools were redesigned for more seamless omnichannel experiences. Credera also migrated the data warehouse to a new cloud-based environment for advanced analytics and performed extensive SEO enhancements to improve organic site traffic.

The Results

Achieving digital transformation objectives

The automaker achieved the following results:

• Number one ranked website by JD Power: Achieved the top ranking for premium automaker websites in 2023 and overall,  number one ranked site across all categories.

• First luxury automaker for online reservations: Transformed customer experience by allowing online vehicle reservations.

• 16% increase in CTR: Personalized content matching customer preferences led to a 16% increase in click-through rates.

• 10% boost in lead conversion rate: A/B testing and optimization resulted in a 10% increase in lead conversion.

• Fully ADA compliant digital experiences: Ensured digital experiences were accessible to all customers.