Improving the customer journey | Work

Improving the customer journey with interactive Price & Specification Guides.

Price and Specification Guides have played a supporting role in the sales journey for many years. At We Are Acuity, we've always called them the ‘Rational’ brochure, which sit alongside the ’Emotional’ brochure that features all the aspirational imagery and copy telling the brand and product stories. We’ve been creating Stellantis’s various brochures for Citroën for over 15 years, refining our processes with each iteration to create meaningful, tactile, touchpoints for their customers.

We saw the oncoming reduction of print material well before it took effect so implemented digital solutions for ‘Emotional’ brochures. But, when Citroën got in touch to tell us their website would be playing the role of the ‘Emotional’ brochure, we knew we needed to shift the objective of the ‘Rational’ brochure to make it more engaging and not just tables of information.

We could have converted the Price & Specification pages to a simple pdf, but this option felt cold and doesn't add any meaningful value in the customer's buying process. We needed to improve the design further and, with the technology available to us, solve the need to engage on multiple levels.

We knew we could design something creatively powerful, but we could also employ digital excellence to ensure that each Price & Specification Guide added value in entirely new ways. 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 the customers themselves, we could build in dynamic product information and tap into the wealth of digital content that Citroën was already producing. With the vehicles boasting more complex tech than ever and moving towards electrification, we wanted to ensure that anything a customer wanted to know could be easily accessed in the Guide via a click, whether that was the latest trim level specification, an explainer video about the latest safety features, or a link to where they can arrange a test drive.

We set the old Price & Specification Guides aside and set about completely redesigning them with both maximum engagement, and interactivity in mind. We created an interactive version which truly innovated, with pages coming to life thanks to animated content and the seamless integration of video. If a customer was interested in a vehicle, the interactive Price & Specification Guide offers everything they need to make a buying decision.

Because the guides are ultimately a sales tool, clickable calls-to-action were prominently included. This meant that when a potential buyer was ready to go on to the next stage of their sales journey, they could click to identify and contact their local dealer, start designing their ideal vehicle, or buy directly online.

And, as every single one of those clicks is logged, the dealer network gets significant insight into how they can improve the sales journey already in place.

For a non-tracked experience of a digital brochure, explore the C3 price and spec guide below...

With thousands of views and an average read time of over 6.5 minutes, we know that prospects, and existing customers are engaging before, during and after purchase of their new car. One fifth of readers have clicked at least one of the CTAs, with 2% going on to make an enquiry with their local dealer direct from the guide itself. Video views have been steadily increasing too, so there’s clearly an educational value for the customer in including quality digital content.

Because the brochures are digital, we can regularly test new elements, make improvements and updates to add even more value for both our clients and customers.

Our digital Price & Specification Guides can be accessed via multiple other digital and online channels, and QR codes can be used on printed material ensuring viewers always see the very latest info. All of this indicates the cost-effectiveness of digital brochures while highlighting their simplicity, with revisions carried out efficiently as needed.

If you'd like to enquire about your own interactive digital brochures, get in touch.

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Local Business & Marketing Case Studies | We Are Acuity. Improving the customer journey

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