HYUNDAI AUSTRALIA

Transforming the digital experience through data-driven design

Three Hyundai SUV models driving on a road at sunset

Key results

29%

increase in all types of leads acquired on-site

205%

increase in calculations of car prices completed

69%

more cost effective at driving on-site conversions

The challenge

Hyundai was facing record low consumer confidence, with Australians purchasing fewer cars than ever before and only 2.1 cars making their shortlist before purchase. Another year of decline in sales was inevitable, but Hyundai was focused on holding its number three position. They knew this couldn’t be maintained with communications alone. When your brand’s mission is to deliver a progressive automotive experience, you need digital transformation to match.

The goal

Hyundai set to achieve three clear but ambitious objectives:

1. Inform customers and reduce customer friction
2. Increase customer acquisition
3. Reimagine how customers discover Hyundai vehicles

Previously, Hyundai had been constrained by its own systems and technology.

The solution

With the goal of enhancing the single customer view, improving customer acquisition, and promoting the brand, we launched hyundai.com.au, enhanced by Adobe Experience Manager.

Content was designed to be recursive and ensured customers could learn about product, price, brand, and our auto-network with each visit. This improved the broader infrastructure that supports the customer experience.

Desktop view of Hyundai website featuring the Palisade model

Hand holding smartphone displaying Hyundai Palisade app interface

Mobile advertisement for the all-new Hyundai KONA

The tech

We built a digital experience that was driven by both user needs and hard data. To validate this approach, we drafted 60 hypotheses and conducted user testing. This allowed us to identify the most crucial digital corridors and define our business objective, ‘Help Customers convert with the brand, by making the digital experience as progressive as the cars themselves.’

Flexible Content Management

Underpinned by the power of Adobe Experience Manager, the website’s content could be transformed quickly by non-technical users to rapidly respond to market needs and to test hypotheses.

Single Customer View

Every touchpoint in the Hyundai ecosystem is integrated into Salesforce, helping Hyundai create a single view of both prospective and existing customers.

Real-Time Product Data

A new Product Information Management system allows a single source of truth for product data inside the business and drives any product content on the website. This ensures that users always see the correct product data and any mistakes can quickly be rectified at the source of truth and then propagated to the rest of the business at the push of a button.

Retail Pricing and Offers

A new pricing system allows Hyundai to manage all offers for their network from a single point. Retail offers can be promoted to potential consumers in real-time across all of Hyundai’s tools and third-party ecosystems reducing the room for error.

Always on e-Commerce

We created a bespoke e-commerce solution tightly integrated into Hyundai’s Salesforce backed Dealer Management System. This gives customers a tailored experience unique to the Hyundai product range and automates vehicle order processing for the Hyundai back-office team.

Web page section showing Hyundai's next-generation technology features

Web page design for Hyundai KONA with design and safety features

Mobile screen showing Hyundai KONA information with pricing

All-electric Hyundai IONIQ 6 in a showroom with an orange background

Hyundai IONIQ 6 presented on a website highlighting aerodynamic design

OUR CRAFT

We deliver work
that works

See all works |

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Acknowledgement of Country

We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.

Sydney

Level 2, 100 Harris Street,
Pyrmont, NSW 2009

+61 2 9339 4333
hello@orchard.com.au

Hobart

1a Brooke St,
Hobart, 7000 Tasmania

New York

200 Broadway 3rd Floor,
New York, NY 10038