Since Peugeot’s website is an integral part of the consumer journey and it was used almost always before a purchase - we turned it into a personalization machine for lower funnel sales-communication handled by independent retailers. First we needed to identify which model the consumer was interested in and then why? What aspect of the car was the appealing one - and then enable retailers to deliver the right message based on these learnings. The retailers never had access to data of this importance before.Using a data management platform helped us to manage the process by automating most of it.

Peugeot took control of coordinating the communication throughout the consumer journey. Retailers start communicating only when the time is right and Peugeot tells them (with data) what to communicate - Creating an integrated brand-retailer marketing communication ecosystem.

We also made sure all 77 retailers are only able to access data about geographically relevant users – making sure our strategy does nothing to harm existing relationships to different retailers by minimizing user overlap between retailers. In fact our strategy would enhance Peugeot's relationships with them by creating a closer collaboration that will benefit both businesses.

Utilize technology to turn all behavioral data from Peugeot’s website into pre-segmented, actionable audiences distinguishing what each individual was interested in and deliver that data automatically to only retailers that are relevant location wise – so they can activate their campaigns based on said data, but won’t step on other retailer’s toes by targeting consumer outside their “catchment area”.

Pageviews for specific models is the baseline and we build a richer profile on top by looking at which features were looked at and how intensively (frequency).

Make usage of Peugeot data so easy for retailers that none of them opt-out because they didn’t know how to use it or didn’t have resources to do it. Remove all obstacles that prevent us from accomplishing this through smart use of technology so the execution does not become too manual and too complicated for us to manage efficiently.

Make 100 % of retailer communication personalized for consumers we have data on from Peugeot website.

Optimize the execution by measuring if we move people more efficiently from interest (peugeot.se) to intent (retailer website visit) to sales (at retailer locations). Data is also at the heart of the optimization of our execution.

See “measurement_framework_and_results.pdf” for full details.

Personalized sales-communication targeted with Peugeot data directly increased flow of interested consumers +157 % to retailer website. This confirms that we significantly changed the consumer behavior with creative use of data and moved people towards a sale much more efficiently.

Traffic driven by Peugeot data also outperforms display campaigns retailer has been running before:

Bouncerate -42 %

Time spent on site +214 %

Conversionrate +112 %

Most importantly all this had a business impact.

Quote from a Peugeot retailer (JBIL):

"We have had a huge success with Peugeot recently and one of the most important reasons is that we are buying online media in a smarter way. By focusing on the key insight that the online consumer journey often starts on the manufacturer’s site and ends on a dealer site, we can now take huge advantage of the data from Peugeot.se. We have seen a dramatic increase in website sessions but even more importantly in terms of sales. In Q1 2017, we have increased order intake on Peugeot by 44% compared to Q1 2016!"

Business benefits are clear for retailers, but to Peugeot itself also:

Peugeot sales are +50 % yoy according to the client.