An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
Kia Motors Australia has attributed its decision to deploy a new website and new customer experience platform to the need to better personalise online interaction.
The car company has relaunched its customer website off the back of deploying Sitecore’s Customer Experience Platform, focusing on an SEO optimised and mobile responsive site with a focus on educational content.
According to the company, one of the most important considerations was to cater for increasingly mobile consumers. Currently, 40 per cent of customers engage with the Kia website on a mobile or tablet device, and this is expected to extend to at least 50 per cent in the next 12 months.
“Our aim is to successfully engage our customers and potential prospects by providing an engaging, more information experience at their own individual moment of need, thereby helping the overall conversion path to sales,” said Kia Motors Australia’s digital marketing manager, Mary Gaudry.
“The result is a fully SEO website that sits within our specific brand requirements and effectively promotes Kia’s car range whether visitors access the site through a smart device such as a tablet or through a desktop computer. At the same time, we now have a far more intuitive website, with a visually attractive interface.”
The site includes new functionality such as detailed content on vehicle specifications, including new accessory pages and build, price and shopping tools that enable customers to specify their vehicle requirements. The site can also be used to book test drives at their local deal, view social media content, perform vehicle comparisons and read third-party reviews.
“Our website now offers more pages of relevant content and detail, with more intuitive navigation and relevant content at different stages of the purchase funnel,” Gaudry told CMO.
“With regards to personalisation, we welcome being able to serve up relevant content in chosen areas of the website that relate to what the individual’s interests are in terms of car model, accessories and lifestyle interests.”
The website is connected to dealerships, and dealers will receive notifications to their service centres. In a statement, Sitecore Kia partnered with its services partner, Switch, on designing and building the site, while Reprise Media was brought in to develop the SEO strategy.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu