Today’s tech-savvy shoppers move seamlessly across devices, researching and engaging with many brands before deciding what to buy. They reward brands that offer a unique user experience and allow customization to fit their needs and personalities.
Car buyers are no different, and part of this evolution reveals a vast change in car-buying behavior: many shoppers now engage car brands on mobile devices before entering a dealership.
That’s why we’re excited to announce the launch of Mazda’s new, fully redesigned MazdaUSA.com website, a partnership between Mirum, Mazda North American Operations (MNAO), creative partner WPP’s Garage Team Mazda and digital experience experts Episerver.
The site has been specifically built to meet the changing needs of Mazda customers. Mazda’s strategy for MazdaUSA.com was to better engage with customers throughout the car-buying and car-owning process, offering an enhanced user experience for premium customers and current owners.
“Mirum has helped us elevate MazdaUSA.com with a customer-first experience design, including a sophisticated new look, ease of navigation and eye-catching visuals,” said Russell Wager, vice president of marketing, MNAO. “The new site strengthens Mazda’s ability to capture consumer attention and connect with our target audience.”
The MazdaUSA.com web experience takes users on a great ride. The site features engaging video experiences, immersive visuals and animation, and interaction cues to guide the customer, uniquely articulating the emotion of Mazda’s brand every step of the way.
Drawing from extensive research into how Mazda’s diverse customers shop for cars, Mirum optimized MazdaUSA.com to align with all desktop, tablet and mobile devices, presenting customers with a fluid shopping experience regardless of the device they’re using.
One of the biggest engineering challenges for the MazdaUSA project was delivering an experience that would combine rich visual design and efficient content management with the best-in-class performance. By leveraging Episerver's clean and extensible architecture, Mirum was able to avoid compromises and deliver a solution that’s easy to use, maintain, and scale.
For customers who’d like to “test drive” a Mazda online before entering a dealership, the intuitive, user-friendly site features enhanced shopping tools and seamless navigation that enables Mazda shoppers to easily build and price a vehicle, then review local inventory to see if it’s available.
“At Mirum, we believe that human insight is at the heart of every great design experience," said Mirum Global and North American CEO Dan Khabie. "Over the past two years, Mirum and Mazda have forged a strong relationship that enabled us to create a site experience that will take Mazda to the next level.”
You can download the press release here.
Read MediaPost's coverage of the story here.