Sitecore drives Aston Martin's brand into new strategic markets

Translating brand value, reputation, and aspiration to more audiences, especially the strategically important Chinese market, was the next step on the company’s evolution. Aston Martin’s 2020 Annual Report states one of its key business strategies is to, “Reinvigorate marketing initiatives to raise brand awareness and drive volumes including digitally led, personalized marketing engagements.”

But with business and marketing shifting online – even for luxury cars – the current digital platform was no longer fit for purpose. It was a collection of disconnected sites that lacked customer focus and comprised of many different experiences across different platforms, with no centralized management.

Aston Martin had three main challenges: delivering customer-first innovation, gathering and using data to drive better decision making, and creating a path for future growth.

By deploying Sitecore Experience Platform™ (XP), Aston Martin has built a digital experience platform that has consolidated disparate sites under the astonmartin.com domain and provides customers with a holistic experience. It focuses on giving customers the information they want when they need it. Flexible data modelling makes it easy to build new components that cross-pollenate content throughout the site. The digital platform enables Aston Martin to roll out a constant stream of new features every month, such as enhanced Dealer Pages and its online Owners Guides database, quickly and easily. Sitecore tools simplify content translation, helping to expand Aston Martin’s global reach faster.

This platform paves the way for the business to offer ecommerce capabilities in the future.

Renato Bisignani, Head of Marketing and Communications, says, “ With Sitecore, we’ve been able to improve our UX and UI, and our ambition is to further enhance our platforms to provide a more personalized, considered, and integrated digital journey.”

Sitecore has helped Aston Martin meet its three main business objects with a digital platform that is customer focused, unlocks information on customers to drive better experiences, and creates an ecosystem for future innovation.

In just one year and despite the COVID-19 pandemic, Aston Martin has achieved a 22% uplift in brand exposure with website sessions up by 18.27% and pages views 16.56%. Importantly, site visits from Aston Martin’s strategic Chinese target market are up by 64.34%. Globally, visitor numbers have increased by almost 24%.

The Sitecore platform also consolidates assets and enables better content management and an improved user interface and user experience.