silver Audi car at coast scenery

Redefining standards online

Driving Digital Leadership in Automotive for Audi UK

Client

  • Audi

Office

  • London

Services

Challenge

When Audi UK set its sights on becoming a digital leader in the automotive retail category, it sought a partner with exemplary know-how in defining and delivering future-facing eCommerce solutions to spearhead its “Think Digital” strategy.

Appointed as Audi’s strategic digital and web partner, Wunderman Thompson Commerce had the unique opportunity not just to redefine the digital relationship between the brand and its customers, but to set a new benchmark for what online automotive retail could look like.

Inspiration

As a brand, Audi is renowned for luxury, style and quality; its stated core values include a focus on integrity, respect and cooperation. Our aim was to imprint these aspects of the company’s identity on every part of the digital customer journey, across every channel and touchpoint.

Smooth, seamless, and deeply engaging with everything designed to put the customer in complete control – an experience not unlike driving one of their cars! Not only did it want to make it easier for customers to purchase bikes and parts in their area, the company also wanted to leverage eCommerce as a way to support and cement relationships with local dealers.

Solution

Our strategy was to create an inspirational CX that would translate directly into elevated sales across the digital journey. We implemented a data-led approach that identified the key interactions customers had with Audi UK online and leveraged these insights to personalize the customer journey.

Over several years, our achievements included:

  • Laying the foundation for a premium Audi Store selling branded goods with a new eCommerce platform built on the latest version of Adobe / Magento.
  • Supporting the launch of the Audi TT and other models with bespoke campaign pages using Adobe Experience Manager.
  • Overhauling the dealership experience with innovations such as the ‘Quote My Audi’ one-stop finance calculator, Click and Collect for merchandise and accessories, and tech packs designed to help dealers personalize their service.
  • Improving the aftercare experience by launching a feature-rich owner’s dashboard and creating an enhanced online tool for booking services.

Growth

Our award-winning solutions have laid the foundation for impressive growth. The new eCommerce site now boasts 500+ products and, in a ten-month period following launch, saw monthly orders increase by 84% and revenues by 90%.

The enhanced online service booking tool generated a 63% increase in service bookings within a year, and a 23% increase in bookings from within the owners’ dashboard. In four months, this portal had also achieved nearly 16,000 registered accounts.

The Quote My Audi finance calculator triggered 6 million+ finance quotes with an average lead value of £28k. Bespoke campaign pages led to a 36.6% year-on-year increase in test drive requests YoY.

With WT Commerce’s help, Audi has become, without doubt, a digital leader in the automotive world. We’ve undergone a huge transformation since 2013.

Antony Roberts

— National Digital Manager, Audi UK

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