Lexus - Discover More MX

LEXUS

Avon

OMNICHANNEL PERSONALISATION TO CONVERT MORE LEADS

Representative place and order redesign

#business-digital-and-data-transformation

#data-architecture-and-strategies

#technology-consultancy-and-software-development

#digital-strategy-and-change

#performance-marketing

#service-design-and-research

Lexus
CHALLENGE

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 completed on the showroom floor, but today a customer’s mind is often made up by the time they arrive at the dealership.

SOLUTION

In order to gain 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.

IMPACT

By combining previously ‘unseen’ digital engagement with existing CRM data, synthesising digital and direct channels, we were able to provide true personalisation with email open rates of 34% and turn more leads into hot prospects with an 84% incremental increase in test drives and deliver the most successful campaign in three years.

AN 84% INCREMENTAL INCREASE IN TEST DRIVES

MOST SUCCESSFUL CAMPAIGN IN 3 YEARS