Objective

Help us—Pon Automotive, distributor of Volkswagen, Audi, SEAT, and Škoda in the Netherlands—generate sales leads in the digital space and improve the customer journey after purchase.

Execution

Operational management

  • Managed email marketing and automation services: For four years, my team and I managed the complete email marketing and marketing automation operation, including concept development, design, production, implementation, data management, standard A/B testing, and channel management through specific reports.
  • Inspiration sessions: Regular inspiration sessions for Pon Automotive employees to keep them informed on the latest trends in (interaction) design, technology, and their potential applications.

Digital transformation

  • Marketing automation implementation: Based on functional requirements, my team and I implemented the marketing automation software and set up automated campaigns.
  • Lead and customer database analysis: A clean, high-engagement customer database is key to effective communication. We cleaned, standardized, and segmented the database based on the customer’s position in the funnel or level of interaction.
  • Stronger focus on data-driven workflows: The database analysis laid the foundation for a more data-driven approach, allowing us to adjust messaging and tone of voice for each segment.

Customer experience

  • Conversion optimization: Conducted an assessment of existing omni-channel campaigns, resulting in improvement recommendations for interaction and visual design.
  • Innovation: Provided concrete proposals to better prepare sales managers at dealerships for sales conversations and introduced iBeacon technology to enhance the customer experience for potential buyers in the showroom.

Results

  • Optimization of results on key KPIs, exceeding DDMA benchmarks.
  • Improved customer experience and brand visibility in both pre- and post-purchase phases.
  • Conversion rate optimization (CRO) across all digital customer touchpoints.