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Audi embarks on strategic review of digital business

Audi UK has appointed agency TH_NK to perform a strategic review of its digital activity to create a new plan for the next 12 months.

The agency was appointed by Audi to provide an “impartial review” of its customer interaction online and to investigate what a “completely user-centric” Audi online experience would look like.

The testing revealed insights into the car purchase life-cycle and the relationships between online and offline interaction.

‘12 things for the next 12 months’ were developed – a dozen short and medium-term recommendations designed to impact the performance of Audi UK’s online channels.

Recommendations covered a range of areas ranging from navigation and information architecture, through to the development of new tools, personalisation strategies and eCRM.

Tarek Nseir, chief executive of TH_NK, said: “We were really excited to help Audi UK take their ‘Vorsprung Durch Technik’ philosophy out of the car experience and apply it to the totality of the customer journey, from pre-sale through to aftercare.

“We identified gaps and created opportunities across their desktop and mobile presence, leading to 12 key recommendations that included the transformation of static content into interactive tools and using social channels to engage Audi’s customers.”

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