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Italian Icon Maserati launches its new digital customer experience

‘Masters of Italian audacity’: a brand new customer journey, showcasing the quality of the brand, luxury product range and possibilities of personalisation online


Maserati has begun the rollout of a new digital customer experience. The redesign and build of its global, local and dealer websites is the first step in a vast and ambitious project awarded to Deloitte Digital and its creative boutique ACNE to drive the business forward and take Maserati to a leadership position in the digital space. The new experience helps to remove friction in the customer journey and showcases the quality of the brand, luxury product range and possibilities of personalisation online.

With a website that has significantly increased in traffic and serves more, prospects and customers year on year, maserati.com is a vital part of the strategy to embed digital at the core of the Maserati experience.

Deloitte Digital and ACNE have combined technical know-how with creative excellence to redesign and rebuild the new website using Adobe Experience Cloud applications. The new platform helps to enhance business performance, with a range of new shopping tools, taking maserati.com a step closer to a complete digital commerce experience. Whilst new rich and engaging content drives storytelling and elevates the experience and under the positioning of, ‘masters of Italian audacity’.

In total, 238 websites and 18 shopping tools will be updated over the coming months, with the support of a continued release of new functionality to serve the new consumer preferences. That includes a logged-in state linked with the Maserati owner app, prospect and customer garage and augmented reality technologies to allow customers to build a closer relationship with their cars ahead of delivery and an evolutionary step allowing customers to complete their car purchase online.

We are proud of the new site which represents another significant step towards embedding digital at the core in the Maserati experience. Deloitte Digital and ACNE’s ability to combine creative thinking with technology know-how has been pivotal to making this happen and marks another chapter in the successful history of collaboration between our businesses”, says David Mattingly, Maserati Head of Digital.

"The new maserati.com is a great example of blending creative, business and technology to drive human, experience-led transformation of the Maserati business that may lead them to new growth”, adds Sam Roddick, global head of Deloitte Digital.

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