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- 31 January 2011 10:10
Mazda Australia zooms ahead online
With a functional Sitecore CMS already in place, Igloo worked on ensuring the three core elements were captured in a fresh design while enabling greater content ownership, integration with CRM services and more interactive user features. To build on the ‘insightful’ element, Mazda wanted to bring the Zoom-Zoom brand alive online, both on the website and within social media channels.
Social media integration was identified as a huge opportunity for Mazda to open up channels of communication with its customers. Prior to the development of the new site, Mazda lacked a social network and community strategy, with no official Mazda Australia presence on Facebook, Flickr or YouTube and a tactical attempt at Twitter. While the new website has only been live for two months, the rise in user interactions can already been seen with the increase in vehicle page views up 52%, and brochure requests rising 36% over the same period. Customer service issues and buying questions have been raised and responded to through these channels. As a result there are more than 1,600 fans on Facebook and over 1,300 followers on Twitter.
The new site also required improved technical infrastructure, a more engaging and informative user experience and facilitation of clear calls to action. This refinement in Information Architecture included a design and navigation overhaul offering easy shortcuts according to intention, such as booking a test drive, finding a dealer and requesting a brochure.
“One of the biggest challenges for the Mazda site was to contain all the data within Sitecore. Previously it was built across a number of relational databases, however we wanted to give the client complete control over the data using one simple interface and we knew that Sitecore was more than capable of handling the volume of data required,” said Daniel Graetzer, Igloo’s Technical Director. The Mazda mobile website was also launched in mid-July at m.mazda.com.au, using the same Sitecore implementation as the main website. It allows easy updates and content management, while drawing only on those key features most relevant to a mobile audience to simplify the navigation and user-experience.
“In the past, building a mobile version of any website has been rife with challenges, however Sitecore was able to significantly assist with the process for Mazda by ensuring that all the control stays within the Sitecore admin, from the content displayed on the site to the device handling,” says Daniel Graetzer.
According to Alastair Doak, National Marketing Manager at Mazda Australia, “igloo, through Sitecore’s CMS, has helped us deliver a dynamic and informative web experience for new and existing Mazda customers, enabling them to engage with the brand and connect with other Mazda enthusiasts on a more personal level.”
Mazda Australia Pty Ltd is an importer of Japanese motor vehicles. Australians have been enjoying Mazda’s Zoom-Zoom product for over 40 years. As the country’s top-selling full-line importer, Mazda Australia accounts for 8.6 percent of the Australian market. A subsidiary of Mazda Motor Corporation based in Hiroshima, Japan, Mazda Australia’s head office is in Notting Hill, Victoria, with offices in most mainland states. The company boasts an extensive dealer network of over 125 dealerships nationwide. The company has a staff of over 125 with a further 2,000 employed in the dealer network. Mazda Australia sells a range of vehicles from the compact Mazda2 through to the world’s only rotary powered sports car the RX-8 four-door coupe. Mazda’s award-winning vehicle line up also includes the sporty CX-7 crossover SUV, the light commercial BT-50 range and the versatile seven-seat crossover SUV, CX-9.
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