Creating a multi-channel approach for SEAT
SEAT tasked us with relaunching itself as pure-play eCommerce brand in Norway. This was a first for the auto brand, that if successful was to be replicated globally. We therefore needed to not only drive sales, but also harvest insights and learnings that could be incorporated into the global roll-out plans.
SEAT had been out of the Norwegian market for over ten years so brand awareness was very low. The Norwegian market also has the highest penetration of electric vehicles in the world and SEAT didn’t have an electric vehicle.
Given that eCommerce within the automotive sector is in its infancy, we were faced with having to change buying behaviours whilst having limited existing eCommerce specific data and insights.
We developed a market leading holistic strategy encompassing three core ways of buying a car – buying, leasing and loaning – whilst targeting digital natives after convenience. Initially we focused on the launch of the eCommerce platform, driving brand visibility and awareness as well as getting customers to both configure the cars online and book test drives.
This included providing advisory support on the initial tagging of the site for analytics as well as the build of the reporting dashboard suites. We also ran a Conversion Rate Optimisation project to help improve the site performance. The work saw significant site performance improvements both from an engagement perspective as well as a conversion standpoint.
This consulting ran alongside the media activations which included lower funnel activity such as retargeting incorporating dynamic creatives as well as upper funnel activity which was data-led and focused on brand awareness.
This pilot was originally planned to run for eight months but owing to the success it is now running as a fully-fledged distribution channel that is being rolled out globally.
In eight months, the site received traffic that equated to over 7% of the total population of Norway. Conversion wise, the site was able to deliver well in excess of 500 test drives which led to over 50 car sales.
From a media perspective we delivered a CTR 70% above the plan, with performance increasing throughout the year helped by the switch to an always-on approach.