This project was driven by a desire to improve platform quality and deliver massive cost efficiencies across both Renault and Nissan. The Renault platform needed to be highly customer centric and use best-in-class technologies. The successful country adoption for Denmark and Sweden relied on excellent stakeholder management and governance processes and most importantly the ability to precisely manage expectations and deliver against the agreed timeframe.
Market adoption approach
Project success was conditional on effective adoption of the platform. Technology was only ever part of the solution. It was critical to prepare the business at a local market level so that they were able to embrace and successfully operate the new platform. As a Business Analyst consultant and Executive Producer I worked alongside technical and content integration managers to prepare for migration and successful operations.
Organisational preparation is as important as technical compliance; local empowerment and self-adoption built confidence and support of the solution; knowledge and skills transfer to the business was a fundamental driver of future value.
By adopting an agile development methodology and working with a strong governance team with clear roles and responsibilities we delivered faster, with higher quality and lower risk.
The following provides a high level classification applied to both countries that determined the solution for the rollout process:
- Navigation structure
- Keyword search
- Brand content
- Vehicle landing pages
- Help & FAQ
- Corporate information & careers
- Basic specification pages
- Find a dealer
- Book a test drive
- Download brochure
- Contact – CMS managed
- Basic social sharing
- Desktop, Tablet and Mobile – full support
- Adobe Marketing Cloud platform
- Translation workflow for master central content
- All other localisation via CMS editor management
From a technical perspective the rollout process was designed around the creation of master sites containing centrally authored content for product data. This was then translated to implement websites in specific language variant based on standard, common marketing content. The next step was localising content specific to the market and supporting development processes to meet local market business requirements (e.g. market specific logic for finance tools) and for custom integration to local market systems.
The rollout process needed around 4 months elapsed from first contact to launch. The key steps within this preparation were to:
- Audit the as-is site to understand content and technical aspects in depth
- Conduct a gap analysis against the new platform – this needed to be based on business benefit – it was not expected that all content would be migrated to the new platform
- Content migration planning – planning out the steps, timeline and resources needed to move content to the new platform.
- Planning for systems updates – market specific customisations were needed to adapt modules and interface to different local systems.
Adobe Platform Solution
The technical solution was centred on the Adobe Marketing Cloud platform with Adobe AEM 6 as the central experience management solution. The Adobe Marketing Cloud provides an integrated solution for digital marketing across analytics, social, media optimisation, targeting, and web experience management.
The new Renault website customer experience is ultimately about a relationship, from first look to ownership it’s about creating a service that learns about you and responds.