IBM and Audi UK, one of the world’s leading car manufacturers, are working together to redesign the Audi website and bring a much more engaging digital experience to customers. In 2020, Audi in the UK saw a 59% increase in demand for online sales, although new car sales in the UK fell by nearly 30% during the pandemic.
With 90% of car purchases starting online, Audi UK turned to IBM iX, the Business Design division of IBM Global Business Services, to rethink its customers’ digital journey from initial inquiry to ownership. COVID-19 makes online contact a “contactless” experience as car dealers have to close down or restrict private operations.
Audi UK’s digital transformation brings together a cloud-enabled shopping experience for mobile and desktop devices, based on the latest marketing insights from Adobe Analytics and flexible software development practices.
Audi UK adapts customers’ online experiences to their primary motive for buying a car – be it price, driving experience, technology or safety. Visitors are now asked fewer questions, they can access relevant information faster and there are more contact options available so they can ask further questions than ever before. In June 2020 alone, Audi UK violated its own request for online sales three times.
Anthony Roberts, Head of Digital at Audi UK, said: “In 12 months, our prospects have grown exponentially and our sales are increasing. We have gone from bad data analysis to very wealthy. By working with IBM, Audi UK now has has the most efficient cloud-based online platform in the entire VW Group and offers a smarter experience to customers who interact with our brands. “
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Like most companies, Audi’s IT architecture was built over the years and difficult to maintain. Using the flexible, customer-centric IBM Garage methodology, the Audi and IBM iX teams created a strategic roadmap for their digital transformation resulting in new customer-centric tools designed to enhance the user experience. IBM implemented Adobe Experience Manager with Adobe Analytics to enable faster management of content on its websites. This has helped Audi make business decisions and customer experiences based on data, not full-view assumptions. How users interact with the new site:
- IBM builds the Audi analytics platform with Adobe Analytics, which helps provide effective marketing intelligence and identify ways to improve website performance. As a result, Audi reduced customer communication errors by up to 90%.
- Audi’s content editor can now make its own changes every day so that developers can concentrate on more complex tasks. Audi has created a library of reusable components that reduces initial setup time for new functions from weeks to minutes.
- With a more flexible approach, developers can now implement functions up to 75% faster than before. New solutions developed this year include applications to order test drives, vehicle maintenance schedules and a parts replacement calculator.
Debbie Vavangas, Head of IBM Global Garage, IBM iX, said, “Audi is proud of its commitment to smart design across its business. With the COVID-19 pandemic increasing the way consumers shop in bulk, there is an urgent need to apply its design principles to its customers’ digital experiences. . Through the use of cloud technology and data analytics, Audi UK has helped accelerate digital transformation with an online platform that offers a smarter and more engaging experience and gives customers a better understanding of the world. The driver’s seat brings. Reuters