Summary
Swiss Automotive Group (SAG Digital) is a Digital Hub in Cologne that provides technical solutions to tackle the problems of the future. They have over 5,000 employees and generate sales of more than EUR 1.5 billion.
Challenge
As a data-driven conglomerate on the automotive ecommerce market, SAG Digital is acutely aware of the challenges that companies face when retaining their data collection and processing practices, while at the same time respecting end users and their right to privacy.
The challenge for SAG Digital was to provide transparency to their customers in order to ensure a secure purchasing experience on their ecommerce websites.
When asked why data privacy compliance is important for them to get right on their 13 ecommerce websites, the SAG Digital team highlighted the delicate balance of trust between customers and companies, and that it is very important for them to provide transparency about their tracking setup, so customers feel included and respected.
Goals
Easy to use
SAG Digital wanted to find a consent management platform (CMP) that wouldn’t require a lot of manual work and constant maintenance. As a large enterprise with over a dozen websites to manage, it was key to find a solution that was fully automated and easily enabled compliance with the latest data privacy regulations.
Integrates with current tracking setup
With an established tracking setup already in place, it was important for SAG Digital to find a Consent Management Platform that wouldn’t disrupt their data-driven networks, and would ideally even improve their website performance. The team at SAG Digital engaged in A/B testing with the third-party tool Optimizely, and uses Google Tag Manager on all their ecommerce web applications. Therefore, they wanted to find a data privacy compliance solution that would integrate seamlessly with these.
Won’t break website performance
Website performance and data-driven streams are very important for SAG Digital, their business and offerings. It was imperative from the very beginning for the team to find a CMP that wouldn’t leave them worse off performance-wise.
Highly customizable
Operating 13 ecommerce websites, and with an app in the pipeline, the team at SAG Digital needed to find a CMP that was flexible and able to fit the designs, layout, feel and setup on each different domain. Additionally, their chosen CMP had to be able to integrate with new data processing services, existing tracking setups and best practices in their industry.
Building brand trust, staying compliant
Marius Rudolph, Head of Product at SAG Digital, spoke to us about the process of working with Usercentrics on their ecommerce properties.
Easy to integrate
When asked why SAG Digital chose to collaborate with Usercentrics, Rudolph noted, “We evaluated multiple vendors to handle our tracking setup. We decided to go with Usercentrics because it is easy to integrate and it works great with our Google Tag Manager setup, which we use in all our ecommerce web applications. Besides that, PageSpeed and website performance are very important to us. Usercentrics handles this topic very well.”
Simple rollout across business domains
When asked about benefits that SAG Digital has experienced after their implementation, Rudolph said, “Rolling out and activating Usercentrics is very simple. We also combined it with Optimizely to test different versions of the CMP to have the best possible performance.”
Easy and great customizations
The SAG team appreciated the ease of customizations and how quickly they could get everything set up to their specifications. “Customizing is easy and works great. We A/B tested different versions and wordings, use of corporate colors and simple/discreet design. We found that customizing the banner is super easy, and adding new data processing services can even be done within minutes.”
Building brand trust and staying compliant
“To provide transparency to our users about our tracking setup, gaining customer trust and providing them with a secure purchasing experience on our ecommerce websites is a great business value for us in using Usercentrics CMP. Building trust, staying compliant and continuing to work well together to stay up to date on data security and privacy issues.”
