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About Aston Martin

Aston Martin Lagonda, a symbol of British luxury and performance, is on a mission to be the world’s most desirable, ultra-luxury British performance car brand by fusing technology, time-honored craftsmanship, and beauty into every product and customer experience.

The Challenge for Aston Martin

Aston Martin customers expect ultra-personalized luxury experiences from the moment they enter the dealership. To provide these luxury experiences, Aston Martin employees must be empowered with knowledge of what makes every shopper unique — their purchase history, their birthday, and their preferences, like whether they’d rather receive a WhatsApp message or an email.

Details make all the difference between selling to a stranger and building loyalty. But with over two million customer data points, employees didn’t know if a shopper was coming in to test drive an Aston Martin DBX or Vantage — or even if they were a repeat customer. Without the ability to consolidate warehouse, ERP, Databricks, and CRM data into one unified platform, Aston Martin couldn’t truly understand the needs and preferences of its customer base.