Converting more leads with omnichannel personalisation
Lexus wanted to gain greater visibility of website traffic and understand how individual users engage with content. Traditionally, the conversion of a lead in the automobile industry was done on the showroom floor, but today a customer’s mind is often made up by the time they arrive at the dealership.
In order to get a deeper insight into consumer behaviour on-site, we deployed Engine Rapport to track device level interactions across platforms – and therefore personalise their journey across channels to increase conversion rates.
By combining previously ‘unseen’ digital engagement with existing CRM data, synthesising digital and direct channels, we were able to provide true personalisation and turn more leads into hot prospects.
Lexus completed their most successful campaign in three years, with a 77% email click rate and an 84% incremental increase in test drives.