CLASSIC CARS.COM CASE STUDY

CLASSICCARS.COM ENGAGES YOUNGER AUDIENCE WITH BETTER BEHAVIORAL DATA AND SEGMENTATION

The Company

ClassicCars.com brings buyers and sellers together to easily and safely buy, sell, and enjoy classic and collector vehicles. Based in Phoenix, Arizona, the company offers a vibrant marketplace for private sellers, dealers, and car auctions, all while engaging car enthusiasts. In addition to the marketplace, ClassicCars.com features a journal containing articles, analysis, and commentary on car culture.

The Challenge

Prior to Zaius, ClassicCars.com lacked the appropriate technology to truly understand their customers. With 2.5 million people visiting the website every month, they had a ton of behavioral data, but no way of making sense of it. And with 95 percent of the website consisting of user-generated content, it was vital for the team to understand what content is effective and what is not. The company was also looking to attract a younger demographic and needed a more personalized marketing approach in order to engage that audience. But their previous systems could not do much in terms of segmenting customers and personalizing campaigns.

The Solution

With Zaius, ClassicCars.com now has a single customer view and a comprehensive understanding of how customers engage with their brand. Through in-depth segmentation, they’re able to identify their younger audience beyond basic demographics. They know what car brands they’re interested in, how they interact with their website, what content they consume, and much more.

“Zaius allows us to better understand our customers, which is what every marketer is ultimately looking for,” says Kate Weed, Director of Marketing at ClassicCars.com. “The system has everything we were looking for—from automation to analytics. It’s a lot more powerful and effective than other tools I’ve used in the past; it is much more customizable.”

With nearly 40,000 listings on the marketplace at any given time, it’s impossible to have a human conversation with every single person behind those listings. But according to Weed, Zaius gets them pretty close.

Zaius has been influential in cultivating the company’s future generation of customers. To attract a younger generation to the website, the team at ClassicCars.com is now personalizing their emails in ways they never could before.

“Younger consumers expect brands to know and understand them,” said Weed. “Now, to better serve this audience, we can show them relevant listings based on the car makes and models they have previously shown interest in.”

The Results

Simple campaign additions have had a major impact for ClassicCars.com. For example, they began sending a daily “pick of the day” campaign highlighting a particular listing. This simple email with a single call-to-action utilizing existing content increased traffic by 40 percent in just two weeks. The increase in traffic allowed them to increase advertising, which has subsequently increased revenue and helped them grow their business.

Before Zaius, ClassicCars.com never would have considered hiring a full-time email marketer. Now that they’ve seen the power of personalized email campaigns, they can’t imagine not hiring someone. “Zaius is such a powerful, valuable tool that makes the role absolutely worth investing in,” said Weed.

“Zaius has turned our marketing ROI from negative to positive, and it’s climbing every day,” continued Weed. “Both as a technology and as a business partner, Zaius has been key to the success of our business and will be instrumental in taking our company to the next level of revenue overall.”

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“Zaius allows us to better understand our customers, which is what every marketer is ultimately looking for. The system has everything we were looking for—from automation to analytics. It’s a lot more powerful and effective than other tools I’ve used in the past; it is much more customizable.”

Kate Weed

Director of Marketing