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With Aston Martin, we revolutionised their ultra-luxury digital experience

Aston Martin aimed to create the world’s most luxurious customer experience, with a new online home to match. We helped make that happen by reimagining their digital ecosystem and expanding our partnership into a 360° collaboration. Combining data-driven strategies with seamless, cutting-edge experiences, we set them up for lasting success.

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The challenge

Aston Martin had a bold ambition to completely transform its digital experience. In 2022, it brought together a new digital team focused on product and design, while shaping a long-term roadmap. Since partnering with them at the end of that year, we’ve helped lay the groundwork for engineering excellence, robust delivery, and user centricity. Our collaboration has since evolved into an outcome-driven, cross-functional team. We’re working towards KPIs rather than just technical outputs – driving skills development, rapid deployment of products and seamlessly aligned tech design.

“Our ambition with Aston Martin? Create an ultra-tailored, data-driven, end-to-end digital experience supercharged with cutting edge innovation and integrated-marketing technologies.”

Virginie Siméons

Marketing & Digital Engagement Director

Our approach

We began by reworking the foundations, upgrading Sitecore from 9.3 to 10.3, paving the way for a future move to a headless architecture. Along the way, we refined the design to create a more visually engaging and user-friendly website.

In parallel, we integrated Salesforce Marketing Cloud, to improve customer segmentation and personalize journeys across multiple channels. Microsoft Azure was introduced as the cloud provider, for scalability and reliability, with Searchstax to deliver more relevant and efficient content.

With this first milestone achieved, we shifted our focus to scaling and customer experience performance. We enabled Aston Martin’s digital team to adopt integrated strategies, strengthening their ability and skills to better generate leads directly across their digital touchpoints. This required a restructure of teams into specialized, outcomes-based squads, each with specific KPIs aligned to business goals.

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Our solution

We streamlined communication, fostering cross-functional synergy between internal teams and external partners. This approach significantly boosted overall efficiency and effectiveness in reaching Aston Martin’s strategic goals.

Building on these strategic pillars, we now focused on activating key drivers for rapid growth. Adopting a growth hacking mindset, we created a cycle of testing, learning, and adapting. Not only did this drive measurable improvements in the customer conversion funnel, but it also reinforced Aston Martin’s culture of continuous innovation.

With this momentum, we introduced advanced tools like Sitecore Personalise for CRO optimization and tailored experiences based on real user behavior. Tableau dashboards brought precision and clarity to performance tracking, turning data into actionable insights.

By blending creativity, technology, data, and strategy, we ensured every initiative drove real impact – turning ideas into measurable results.

“Our partnership with Empathy Lab by EPAM has enabled us to deliver both at pace and increased comprehensiveness to support our ambition of enabling a world class customer experience.”

Azhar Kholwadia

Head of Digital Product & Growth at Aston Martin

Impact

Our shift to an outcome-driven model marked a key step in evolving our partnership with Aston Martin – moving beyond technology into a fully integrated digital collaboration.

With a clear focus on strategic outcomes, we helped drive faster operations and tangible business results. Engagement rose, bounce rates dropped, and customer interactions strengthened.

“Having Empathy Lab as a strategic partner has challenged our thinking and enabled us to accelerate on the first phase of our transformation programme. Their excellence in engineering and design has worked hand in glove with our product and strategy teams to enable the step change that we see today.”

Azhar Kholwadia
Head of Digital Product & Growth at Aston Martin

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