Empowering distributors with a user-friendly and secure content platform

SEAT Germany needed a better platform to communicate with their marketing audience and existing customers. This meant empowering their customer-facing distributors and dealers with a solution that helps them take a lead in communicating with all of these audiences appropriately and deliver the scale to support a major automotive brand.

In collaboration with SEAT HQ in Martorell near Barcelona, SEAT Germany manages a broad network of stakeholders, consisting of distributors, partners, and dealerships, called PartnerNet, all of whom need to be aligned and kept up to date with the latest product information, offers, and marketing resources. This is how they sell cars and grow their brand in Germany—and it’s why they needed a new content hub that can manage and distribute these assets from a single source for everyone who needs them.

When new dealerships or distribution partners are introduced to SEAT Germany’s network, their employees need quick access to SEAT’s content to work effectively. This meant that their content solution needed to be able to deliver dynamic user authorization at scale without compromising the user experience or data security.

Content is central to how SEAT strategically enables their partner and dealer network, using it to show customers key information and the potential of their cars. Magnolia digital experience platform (DXP) was chosen to deliver this content to provide easy, secure access to everyone who needs it.

To build a strong, consistent communication channel to all of SEAT Germany’s stakeholders, PRODYNA used Magnolia to build a dealer and distributor portal. With this portal, SEAT’s authors can manage all their assets from a single source in Magnolia and distribute them directly to the distributors and dealers that need them. New dealerships and distributors can access the portal via SSO, which is assigned to them by SEAT via the Magnolia Security App, meaning they can be up and running as soon as SEAT authorizes them. A build-in role and permission management ensures that PartnerNet users only get content targeted and permitted to their individual role.

Magnolia's composable architecture enables the integration of key tools such as a customer data platform (CDP) or a newsletter service and satisfaction surveys.

By integrating directly with the CDP, Magnolia provides a seamless interface to use customer data to target specific customer segments with content and evaluate the results of their efforts. This allows SEAT to provide its customers with personalized experiences that are much more tailored to each stage of their journey.

SEAT Germany now has standardized, unified content across their entire stakeholder network. Their internal portal provides a secure and user-friendly content hub, empowering distributors and dealers with the content they need to sell cars and drive value across the entire customer journey.