Mazda | Building an advanced configurator
Challenge
As a 'challenger brand' Mazda Europe required a world-class configurator to support their online presence. The primary objective was to be as engaging, informative and visual as possible and to encourage potential customers further into the purchase funnel, ultimately leading to increased sales.
Insight
Given the opportunity to review other manufacturers' configurators, and to conduct some primary usability research, we realised the opportunity to simplify the overall process while offering added value features required by customers specifying their car.
Solution
We combined advanced interaction techniques, photo-real 3D visualisation and complex back-end database integration to create a 'best-in-class' configurator for Mazda which is being rolled out in 26 languages across Europe.
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Potential customers can choose their body style, grade, engine, transmission, colour, wheels, interior trim and accessories. An image of the configured vehicle can be viewed as a 180° rotation or in two different locations. A large interior image allows the customer to see their preferred series and trim.
The price is updated as the user progresses through the build, and a live web service from Santander feeds the integrated finance calculator, allowing users to choose finance options for their vehicle.
The number of unique visitors per month, average dwell time and completion rates all exceeded expectations. As a direct result, the volume of sales leads – for example test drives booked and brochures requested – saw a significant increase.
