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DESIGN | MARKETING | ADVERTISING

Acuity Menu

DESIGN | MARKETING | ADVERTISING

Acuity Menu

Citroën

Driving customer engagement and data capture with interactive brochures.

Driving customer engagement and data capture with interactive brochures.

Brochures have been a key part of the sales journey for We Are Acuity’s clients for many years. For example, we’ve been creating Stellantis’ brochures for Citroën for over 15 years, refining our processes with each iteration to create meaningful, tactile, touchpoints with the brand.

 

With changes in technology and outlook, we could see the oncoming reduction of print material well before it took effect. Rather than wring our hands about the loss of this work stream, we set about coming up with the perfect new solution for our clients.

Challenge

The evolution of the non-printed brochure removed many of the traditional brochure’s weaknesses: the cost to produce and print, and the fact that they can go out of date very quickly. But there was a danger that its strengths would be lost too: the tactility, the interaction and the ‘wow factor’ that print can deliver.

 

Whilst a simple pdf conversion of a brochure was a solution, it didn’t deliver any of the strengths and had no real added value. We knew that with the technology available to us, our solution needed to find ways to engage on multiple levels.

HubSpot Video

 

Insight

Of course we knew we could deliver something creatively impactful, but we could use technology to ensure that every single digital brochure was adding value in brand new areas. For clients, tracking would let every dealer see the role brochures played in the long sales journey, whilst data collection would help them build knowledge of their customer base and how best to engage with it.

 

For these customers themselves, we could build in new levels of engagement, using dynamic product information and tapping into the wealth of digital content that Citroën was already producing. With the vehicles boasting more complex tech than ever before and moving towards electrification, we needed to ensure that absolutely anything a customer could have a question about could be accessed via a click, whether that was an up-to-date specification sheet or an explainer video about the latest safety features.

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Solution

For consistency, we took the existing brochure as a template. Then, using the latest Adobe software we created an interactive version which truly innovated, with pages coming to life thanks to the seamless integration of video showing the latest in-car technology in action. If a customer was interested in a vehicle, the interactive brochure effectively put them in the driver’s seat.

 

Of course ultimately the brochures are a sales tool, so clickable calls-to-action were prominently included. This meant that whenever the potential customer was ready to go to the next stage of their sales journey, they could click to find and contact their local dealer, or begin configuring their perfect vehicle.

 

And as we mentioned, every single one of those clicks was tracked, providing the dealer network with valuable insights into ways the sales journey could be improved further.

Results

With over 8000 views in 8 months and an average read time of over 6.5 minutes, we’ve seen engagement receive a real boost. Nearly 20% of readers have clicked at least one of the CTAs, with 2% going on to make an enquiry with their local dealer. Video views have been steadily increasing too, so there’s clearly value for the customer in including quality digital content.

 

The process of refining our interactive brochures is of course ongoing, with testing to bring in new features for both the customer and our clients. We’re currently looking to streamline the customer journey to make it simpler for customers to access the digital brochures while in the dealership itself.

 

We’re also exploring ways to connect the digital brochures to other activities – for example repurposing printed-brochure stands with QR codes linking directly to the latest interactive digital brochures. All of this helps not only to show the convenience of digital brochures, but demonstrates their cost-effectiveness, with updates implemented effectively and invisibly whenever they’re needed. Long live the interactive brochure.

 

If you’d like to talk about your brand’s local marketing why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

 

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