The Challenge

Enhancing user engagement through personalization.

The luxury automaker's website was static, lacking the ability to adapt or personalize content based on customer preferences or behavior. This led to low user engagement and relevancy, hindering the overall customer experience. The automaker needed a solution to build data-driven personalized experiences that would increase customer engagement and lead generation.

The Solution

Implementing a robust personalization framework.

Credera developed a personalization framework that could be consistently applied across the luxury automaker's entire MarTech stack. Key features and functionalities were implemented within Adobe Experience Manager (AEM) to enable dynamic content and personalization quickly. Credera also established a consistent customer profile and system of record for personalization, along with governance and documentation to ensure the effective use of personalization within the digital ecosystem.

The Results

Significant improvements in engagement metrics.

As a result of this initiative, the luxury automaker experienced the following:

• Planned, strategized, and executed more than 10 personalization use cases and activities on the U.S. and Canada sites with several successful A/B tests.

• Increased CTR by 16% by personalizing hero image assets based on a user’s preferred vehicle type.

• Increased CTR on homepage by 187% by personalizing content that aligns with a customer's engine preference.

• Increased CTR by 186% by personalizing featured offers based on a user’s preferred vehicle type.