What was the brief?
When you think of Mercedes-Benz - what do you picture? For almost all of us, a blend of luxury, sportiness and performance come to mind. As such, Mercedes‑Benz wanted to upgrade their online platform to fall in line with their overall objective of continuing to expand their position as the leading premium auto manufacturer in the UK.
The OneWeb concept aimed to put cars at the heart of the customer experience and focused on three key pillars: easy to consider, easy to buy, and easy to stay. Through the OneWeb platform, we were able to create content specifically designed to engage potential new customers, but also support existing ones.
What was the insight?
Mercedes‑Benz were keen to migrate an old platform (CQ4) and bring it to the future with the AEM platform. In doing so, that involved us either repurposing old content or creating it from scratch, using the new technology that the AEM platform offered us. Mercedes‑Benz have a load of bespoke tools built for their old platform, so it was our job to fire up new solutions of how we could integrate them into the new platform.
How do we reach them?
In collaboration with the central German team, our Content team were responsible for the complete implementation and transition from Adobe's CQ4 system, to the updated Adobe Experience (AEM) platform. In order to meet our client's requirements, our specialist team were tasked with localising content which is rolled out globally via a central team. For Mercedes‑Benz, the UK specifically are market leaders in digital and, as such, the large majority of content needed to be adapted to better suit their customer's needs and UK specifications. One of the biggest challenges we faced as a team was turning a legacy site with thousands of pages, into a more targeted and streamlined online offering.
Working closely with our in-house Analytics and Strategy teams, we presented our client with an updated sitemap. Based on user intelligence and behaviour, we were able to significantly reduce the number of unnecessary pages and instead, provide a much cleaner, relevant site to our users. From this research, any local content from the previous CQ4 platform was then given a much-needed facelift. AEM's component and module repository provided a generous array of dynamic modules, meaning the team could create content that was both interactive and informative.
What was the story?
Being a global brand, Mercedes‑Benz needed a platform that could be rolled-out to markets all-around the world. Consequently, the central team designed a system whereby content was deployed to all markets and functioned on an 'inheritance' basis. Whilst this works for the large majority of markets who are happy to take central content, for the markets we manage - this wasn't the case. Another obstacle we faced early on, was being able to develop our own content without it being overwritten by HQs deployments. Working with Germany, we were able to quickly highlight 'use cases' where this occurred, which eventually led to the functionality being updated to a 'pull' mechanism, rather than a 'push' i.e. markets have the option to accept the content they want, rather than it being pushed to them.
As you may know, rolling out a website for an industry leading brand naturally involves many moving parts. In light of this, we were responsible for just part of that picture - migration, implementation and management. During the implementation phase, we came across numerous issues with the functionality of the platform, whether that be at a module level, or configuration. Being able to report and resolve these issues was a common task throughout the roll-out process, but provided an opportunity for the team to understand the 'nuts and bolts' of the site.Since its launch in June 2017, the new Mercedes‑Benz site has seen a steady increase in traffic. When comparing Q1 for 2017/2018, the site recorded a 30% increase in visits with 6,639,978 views and a 47% decrease in bounce rate, meaning users are engaging more with the content. Moreover, our results show that users are spending on average, 41+ seconds longer on the site - hurrah!