‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Aston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
Aston Martin has ramped up its digital offering as the brand looks to create more “meaningful” connections with its high net worth customers.
The car manufacturer has been on a transformation journey over the past 18 months as it looks to reinvent itself for a modern audience. Its head of global marketing and communication, Renato Bisignani, says the brand had a “very fragmented digital ecosystem” before he joined and it didn’t have the “most innovative tools” available. “Part of the process was building a new team with new skill sets and expertise – but also looking at new tools and platforms to propel Aston Martin toward the future,” he tells Marketing Week.
