Kia Motors Australia aims for personalisation with new website

Car manufacturer deploys Sitecore customer experience management platform to build a mobile-responsive web portal with additional content

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

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in