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We began this journey at a particularly tough time in the automotive market, where premium car sales were already down (-6.8%) and Audi’s market share was being challenged by other competitors. Complex customer journeys, technical jargon and opaque processes; Audi’s digital offering was the antithesis of modern and they were losing out on potential revenues as a result. Dramatic action was needed. Across the whole customer journey - from discovery to renewal - there were 5 main sore points: no comparison tools, too much technical jargon, bamboozling pricing that changed from one dealer to the next, zero personalization, and not enough interaction once people had purchased their car.

Emotion over ecommerce.

Creating a northstar for customer experience.

We called this proposition “Intelligent Elegant Commerce” – it was to give our customers the best digital experience we could create, a feeling like we were thinking ahead for them and conveying the excitement that Audi design and ‘Vorsprung’ arouses. It was customer-first, digitally-enabled and commercially-driven - but aiming to make hearts flutter too.

This meant being strategic about where we placed our efforts to inject the feeling of Vorsprung back into the customer experience, starting with the north star Audi CX vision.

First off, we started with the website. Rather than customer-focused, it felt like it was designed for manufacturers – so it’s no surprise the bounce rate was high. We started off by taking everything that makes a good dealership experience great and mirrored it on audi.co.uk.

And we're not stopping. Local dealerships are going to be much less visited in the future, so we’re working on direct to commerce opportunities, through our powerful lens of 'emotion over ecommerce'. Bringing Audi content and products to customers from the comfort of their sofas, desks, or wherever they happen to be.