Giltrap company wins top award
European Motor Distributors (EMD) has been announced as the Asia-Pacific team of the year in the global Adobe Experience Maker Awards.
The New Zealand company, which is part of the Giltrap Group, has been named as a winner alongside two Australian businesses.
The awards celebrate brands worldwide using Adobe Experience Cloud “to reimagine customer experiences through innovative, bold and impactful outcomes”.
“We’re delighted three customers from Australia and New Zealand ranked among the best in the world,” says Amy Robson, APAC senior manager at Adobe.
“A huge congratulations to Hesta, Transurban and EMD, and their incredible partners Krunch.co and AKQA, on high-impact ways they are transforming the digital economy.”
The award citation states EMD completely restructured its traditional digital and brand-marketing teams to create a customer-engagement team in an intensive six-month period.
It adds: “This organisational change was a key part of a larger goal to connect data and insights across brands to build loyal, lifelong customers.
“The customer-engagement team took on a collaborative approach to strategy, content, persona-based nurture campaigns and customer lifecycle programmes, shifting EMD from a business-focused to customer-focused organisation.
“The team overhauled the Audi-lead nurture journey to focus on relevant content for individual customers rather than vehicle features. It also used survey data to develop five new personas and built a complex 30-email end-to-end customer journey.
“The company’s structural transformation and innovative approaches have led to significant business growth and opportunities. Using multiple [Adobe] solutions, the team more than tripled the top-of-funnel pipeline and increased lead-to-test-drive conversions by 30 per cent between June and December 2021.”
The award winners from across the Tasman included Hesta, the largest pension fund for health and community service workers in Australia.
The other was Victoria Xiao, Transurban’s digital optimisation capability lead. She headed the toll-road operator’s initiative to switch customers from call centres to digital support channels.
About the company
The Giltrap Group has been on New Zealand’s automotive scene since 1996. It website states: “From one dealership, the group has grown to represent the 18 of the world’s best car brands across 15 Auckland locations.
“It is also the New Zealand importer and distributor for nine European marques. This is supported by a national parts distribution centre and financial services.
“The EMD parts and distribution centre [pictured above] is located at Airport Oaks, allowing quick and easy access to all transport hubs. Using a state-of-the-art logistics system, it offers fast delivery of parts to Volkswagen, Audi, Porsche, Skoda and SEAT service centres around New Zealand.”
