CLAAS is a global agricultural engineering business headquartered in Germany with a €4bn annual turnover. Our focus, since 2013, is building their network of dealers through website development, search engine marketing (SEO) and aggregating technology.
With a mixture of independent dealers and CLAAS owned dealers the requirements were varied. A unified approach was needed to deliver an integrated customer experience that was fed by CLAAS global data which empowered dealers to control their digital communications. CLAAS UK also needed to be able to promote national campaigns through the dealers’ sites that were relevant to specific regions and products.
By thoroughly researching the market and collating all the requirements AB provided a templated front end solution so that the CLAAS brand was consistently delivered to customers, and an integrated back end solution that CLAAS UK could use alongside each of the individual dealers. Searching for and presentation of the machines with supporting information was critical to the brief and this was achieved through planning, extensive research and user testing.
The customer experience is now consistent across all CLAAS online touch points (16 dealer sites and three aggregating sites) and all the dealers are able to control their communications. Machines are seamlessly uploaded to the CLAAS database and automatically fed into the relevant dealer and aggregating websites. Every aspect of the sites are fully Search Engine Optimised to ensure the machines feature highly which, in turn, has driven sales. Testament to the CLAAS platform is that additional sites and functionality are being constantly added to help drive further sales.