Volkswagen: Driving customer loyalty

For mil­lions of dri­vers around the world, a car is more than just trans­porta­tion. It’s an office, an enter­tain­ment sys­tem, a fun toy, and a refuge all in one. And inter­est in cars is only grow­ing, among first-time buy­ers and long-term auto enthu­si­asts alike.

As one of the world’s largest automak­ers, Volk­swa­gen AG want­ed to uni­fy its glob­al brand image and project a gold stan­dard of excel­lence to car buy­ers. The first step in this trans­for­ma­tion required con­sol­i­dat­ing frag­ment­ed web­sites onto a sin­gle plat­form. To do so, Volk­swa­gen turned to Adobe Mar­ket­ing Cloud solu­tions, includ­ing Adobe Expe­ri­ence Man­ag­er, & Adobe Analytics..

“Our glob­al web­site is our biggest show­room, vis­it­ed by mil­lions of peo­ple dai­ly,” says Can­di­do Peter­li­ni, Head of Cus­tomer Inter­ac­tion Man­age­ment at Volk­swa­gen AG. “Before they vis­it a deal­er­ship, 90% of buy­ers often come to our web­site to learn more about the fea­tures and options they want in a car. There­fore, we want to cre­ate an expe­ri­ence that cus­tomers con­nect to emo­tion­al­ly and that gen­er­ates leads for our dealers.”

Volk­swa­gen used Adobe Expe­ri­ence Man­ag­er to cen­tral­ize assets and cre­ate and pub­lish web­site con­tent. By cen­tral­iz­ing on a glob­al hub, Volk­swa­gen can share tem­plates and assets across inter­na­tion­al web­sites to main­tain high-qual­i­ty brand­ing across bor­ders. Adobe Ana­lyt­ics pro­vides real-time insight into site per­for­mance that is used by mar­keters to mea­sure con­sumer inter­ac­tions and ana­lyze the effec­tive­ness of mar­ket­ing activities.

Adobe Expe­ri­ence Man­ag­er and Adobe Ana­lyt­ics are only the begin­ning. Volk­swa­gen will soon be rolling out a pilot for Adobe Audi­ence Man­ag­er to enhance per­son­al­iza­tion efforts, with sim­i­lar plans for Adobe Cam­paign, Adobe Social, and Adobe Target

Read the full case study here: Dri­ving cus­tomer loyalty