Toyota Europe has completed the roll-out of a new pan-European, customer-centric website. Full service digital marketing, technology and commerce consultancy Amaze was responsible for the strategic guidance and design of the site.
The roll-out began in June 2014 – with the French site going live first, to tie-in with the launch of the new Aygo model – and culminated with Toyota’s British website going live on 1 April 2015. This marks a major milestone for Toyota Europe as all of its 46 European markets are now using the same website platform. This step-change is part of a wider initiative, in which Toyota is responding to the changing needs of consumers in the digital age.
A truly collaborative project at both agency and country level, the website is designed to help customers through their entire purchasing journey, with the ultimate aim of creating a seamless experience between the online, virtual world and the physical dealership.
All local websites are also part of an ongoing quality assurance programme, managed by Amaze’s Digital Operations Services division, and this ensures that the quality of each site can be continuously monitored and optimised.
Karen Peeters, senior manager, digital experience at Toyota Europe, comments: “The way people purchase cars is changing, with the vast majority using the internet and social channels for vehicle research before visiting a dealership. We feel it is essential to respond to these new customer needs by offering a simple, intuitive and informative online experience that puts them at the heart of the buying process and delivers exceptional service.”
Wendy Stonefield, chief commercial officer at Amaze, comments: “We’ve worked with Toyota Europe for many years and the launch of this new, pan-European website marks a landmark moment for this partnership. The traditional purchase funnel is no longer viable, with many customers likely to reject brands that offer a poor online customer experience.
“The new website helps meet these demands, delivering an excellent customer experience through a simplistic, yet intimate design and relatable messaging. Having also been involved with the site from a digital operations point of view, we have ensured all markets are set-up with Active Standards and this means we can continuously monitor the quality of these sites across Europe.”
To experience the new site, now live, please click here