Amplifon: Digital Personalization and Global Challenges

Amplifon: A Global Presence Requiring Digital Personalization

Amplifon, a leader in the hearing solutions sector, operates in 26 countries and manages 40 websites under various brands. This extensive international presence presents unique challenges in terms of digital personalization. To address these challenges, Amplifon has chosen to build a strong common foundation for all its sites, allowing it to leverage the size of the group while respecting local specifics. Each country has its own cultural and commercial nuances, necessitating fine-tuning without compromising the unity of the group.

Amplifon's strategy is based on a delicate balance between a robust global infrastructure and local flexibility. By establishing clear rules and integrated technical limitations, the company has been able to ensure effective personalization while maintaining simplified large-scale management. This approach allows each market to adapt to local needs while adhering to global standards.

Understanding the Digital Journey of Customers Facing Hearing Loss

Hearing loss is a sensitive and personal topic, often marked by a long delay before individuals seek help. On average, there is a five to seven-year gap between the onset of the first symptoms and the decision to take action. This reality profoundly influences the design of the digital journey at Amplifon.

To tackle this challenge, Amplifon is heavily investing in organic traffic and the creation of relevant content, aiming to be present from the very first inquiries of potential customers. The goal is to be easily accessible when people start searching for information, even if they are not yet ready to make a decision. Once the customer enters a decision-making phase, the process accelerates significantly, making early brand establishment crucial.

The Effectiveness of Reusable Templates in Site Management

To manage its numerous localized sites, Amplifon has implemented a system of reusable templates via Adobe Experience Manager. This approach has allowed for efficient and flexible site management, thanks to the adoption of atomic design. Teams can thus compose pages by simply drag-and-drop of design blocks, facilitating local personalization.

However, after six to seven years of use, complexity has increased with the accumulation of new rules and design elements. Teams have evolved, and it has become necessary to simplify the system. Amplifon has therefore embarked on a migration to the cloud to modernize and streamline its design processes.

Integration of Adobe Tools for Optimal Coordination

Amplifon utilizes a suite of Adobe tools, including Adobe Target for A/B testing, Adobe Analytics for behavioral insights, and Experience Manager for content. Recently, the integration of the Real-Time CDP has enriched this ecosystem. This integration allows all teams to work from the same data, ensuring consistency in analysis and decision-making.

Despite this apparent fluidity, coordination among teams remains essential to fully leverage opportunities for improving customer experiences. Each initiative requires close collaboration between analytics, site design, and implementation teams via Adobe Target.

Measuring the Success of Digital Transformation

Amplifon's efforts have borne fruit, with a 20% increase in online bookings over the past year. However, some indicators, particularly quality traffic from exploration phases, have not progressed as hoped. The introduction of AI Overviews has led to a significant drop in traffic for many long-tail keywords.

To counter this trend, Amplifon is now focusing on acquiring more qualitative traffic, targeting specific profiles rather than the long tail. This strategy aims to maximize the impact of investments in digital marketing.

The Articulation Between Online and Offline Channels

Although 25% of Amplifon's leads come from digital sources, the majority still originate from non-digital channels. This distribution poses challenges in measuring the effectiveness of campaigns. A significant portion of offline leads is influenced by digital actions, making measurement complex.

The company is striving to better articulate its online and offline efforts to optimize overall performance. The key lies in precise and integrated measurement of results, allowing for real-time adjustments to strategies to maximize campaign effectiveness.