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.