Autoglass will gain a better understanding of its customer and prospects following the decision by parent company Belron to deploy a new online customer insight solution globally. Belron, the world’s largest vehicle glass repair and replacement company, is rolling out Speed-Trap across its 28 e-commerce business units worldwide.
Data from the software will be used to develop a specialist team focused on optimising site performance and driving business online for its revamped e-commerce platform. The deployment reflects the continued expansion of the country worldwide as it acquires businesses in new geographies beyond the 30 countries it already serves.
Nick Burton, group head of e-business at Belron, said: “Before bringing Speed-Trap on board, we only had basic information about the way our customers interacted with the site and therefore lacked the level of insight required to truly understand the customer journey.”
“Through the use of Speed-Trap, we now have a clear understanding of the sales process at the individual customer level and can gather real-time information on the entire sales path, from where customers came to the site from, to where they hover and to where they eventually leave. This sort of intricate appreciation of the customer’s journey not only ensures that we can start measuring the site further upstream, but also gives us the capacity to develop a clearer picture of our marketing ROI,” said Burton.