Frasers Property Australia Transforming with Personalisation and Optimisation

Frasers Property Australia is revolutionizing the way it approaches property development and management. By harnessing the power of personalisation and optimisation, the company is transforming its operations to better meet the evolving needs of its customers.

Frasers Property Australia has been actively leveraging data and technology to drive innovation. This includes the use of data analytics to inform decision-making and improve operational efficiency.

One key area of focus has been on optimising its property management processes. This has involved implementing new systems and tools to streamline operations and enhance the customer experience.

By taking a customer-centric approach, Frasers Property Australia is able to tailor its services to meet the unique needs of each individual. This is reflected in the company's commitment to delivering high-quality, tailored experiences for its customers.

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Frasers Property Australia has made significant strides in digital transformation, resulting in impressive key statistics. New sites can be launched in just hours instead of weeks, a major improvement in efficiency.

Content updates are also completed three times faster, allowing the company to stay ahead in a rapidly changing market. This speed has a direct impact on the user experience, making it more engaging and personalized.

Here are some specific statistics that highlight the success of Frasers Property Australia's digital efforts:

Frasers Property Australia has a rich heritage dating back to 1924. The company has delivered over 145,000 homes.

Their business has grown significantly over the years, expanding into residential, commercial, and retail properties. This growth has led to a diverse portfolio.

Frasers Property Australia engaged Switch to transform their digital presence into a cohesive, customer-centric experience. The goal was to create a seamless, community-focused digital environment.

Here are some key statistics about Frasers Property Australia's digital transformation:

New sites can be launched in hours instead of weeks, thanks to the streamlined process. This is a huge time-saver, allowing teams to focus on other important tasks.

Content updates are now completed 3x faster, which means fresh content is always available to users. This is especially important for websites that rely on timely information.

Structured templates are driving consistent delivery at scale, ensuring that all content is presented in a clear and engaging way. This consistency is key to building trust with users.

A 40% increase in form submissions for residential properties is a significant boost, indicating that users are more likely to engage with the content. This is a great sign for businesses looking to generate leads.

Property search tools are delivering 30% more traffic to property pages, which is a clear indication of their effectiveness. This increased traffic can lead to more sales and conversions.

Engaged sessions with property content have increased by 250%, showing that users are more invested in the content than ever before. This is a testament to the personalization and engagement of the landing page.

Frasers Property Australia faced a challenge in expanding their team and bringing in a range of skills and resources to put their Sitecore development roadmap into action.

The team at Frasers Property Australia knew they needed to deliver personalised content that enhances the digital brand and customers' experience while increasing conversion across both digital campaigns and general website visits.

They conducted their project in two phases, first optimising customer journeys of customers arriving at the website as part of the Live Proud brand campaign, and second optimising the customer journeys of customers who have shown interest in a residential property.

Frasers Property Australia needed to align customer data with content personalisation, and Switch helped them develop personalisation tactics to identify which stage of the journey the visitors are in while helping them get closer to buying a property.

Frasers Property Australia faced a challenge in implementing their Sitecore development roadmap, requiring them to expand their team and bring in new skills and resources.

The company knew the potential of Sitecore but needed help putting their optimisation and personalisation plan into action.

Their business case opportunity was to deliver personalised content that enhances the digital brand and customers' experience while increasing conversion.

This involved improving the digital brand and customer experience through personalisation, which is a key aspect of Sitecore.

Frasers Property Australia aimed to increase conversion across both digital campaigns and general website visits.

We helped Frasers Property Australia transform their digital experience by guiding visitors on their residential property buyer journey through intelligent, personalised & optimised content. Our project combined expertise in Strategy, Analytics, and UX to deliver innovative content marketing.

Frasers Property Australia identified several customer segments, including Investors, Downsizers, and Overseas buyers. Each segment needed to be taken on their own buyer journey with content aligning to their needs.

We developed personalisation tactics to identify which stage of the journey visitors are in and help them get closer to buying a property. Sitecore digital goals were identified and tracked for each stage of their journey, such as reading a magazine or completing a form.

A content strategy was created and adapted to each segment, with personalised content focusing on the 'First Time Buyer' segment. Our technical team designed and built a progressive web form to enable visitors to complete a profile that best represents them.

Our strategy and UX team collaborated to "user test" various pages of the website, making strategic recommendations to improve the user experience. Wireframes were presented to Frasers Property to illustrate A/B Test recommendations, which were positively received and implemented within 24 hours.

Frasers Property Australia's digital experience was transformed through a continual optimisation project that guided visitors on their residential property buyer journey with intelligent, personalised, and optimised content.

The project involved identifying several customer segments, including Investors, Downsizers, and Overseas buyers, each with their own buyer journey and content needs.

Switch developed personalisation tactics to identify which stage of the journey visitors were in and helped them get closer to buying a property.

A content strategy was created and adapted to each segment, with a focus on the 'First Time Buyer' segment.

The project blended strategy and technical teams to craft and implement these tactics, including designing and building a progressive web form to enable visitors to complete a profile that best represented them.

The team collaborated to "user test" the various pages of the website and made strategic recommendations on how to improve the user experience while achieving marketing goals.

Frasers Property Australia's personalisation and continuous optimisation transformation work was recognised by the Sitecore Experience Award (SEA) in the "Most Intelligent Content Optimisation" category and by Sydney Design Awards in the Marketing - Branded Experience category.

The project resulted in overall engagement with digital goals, but the exact metrics are not specified.

The redesigned user flow for Frasers Property Australia's website had a significant impact on user engagement. The website now guides users through their "residential property buyer" journey, helping them achieve three digital goals.

By optimising content and implementing clearer CTAs, they saw a 357% increase in page views and a 60% increase in time spent on the page. This shows that users are now more engaged with the content.

The use of custom banners and carousels also had a positive effect, with a 123% increase in clicks when promoting the Live Proud Magazine and a 76% increase in engagement when displaying "First Time Buyer" testimonials.

Frasers Property Australia has a strong track record of delivering solid financial performance. The company's net profit after tax (NPAT) has grown significantly over the years, reaching $346.6 million in FY2020.

This growth is a testament to the company's ability to adapt to changing market conditions and deliver value to its stakeholders. The company's focus on diversification has also contributed to its financial success.

Frasers Property Australia's revenue has also seen significant growth, increasing from $1.1 billion in FY2017 to $1.3 billion in FY2020. The company's diversified portfolio of residential and commercial properties has been a key driver of this growth.

The company's financial performance is also underpinned by its strong balance sheet, which has a net tangible asset (NTA) of $4.5 billion as of FY2020. This provides a solid foundation for future growth and investment.

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