Case Study: Vanarama achieves over 50% browse-abandonment conversion lift and reduced third-party data spend with BlueConic

How Vanarama Used Unified Profiles to Address Data Scarcity and Drive Customer Relationships

Vanarama, an Auto Trader Company and UK-based vehicle leasing ecommerce provider, faced long B2B and B2C purchase and renewal cycles, fragmented customer data across silos, and expiring web cookies that made it hard to identify in‑market buyers and intent. To address these gaps and reduce costly third‑party data dependence, Vanarama partnered with BlueConic, using BlueConic’s platform capabilities such as unified profiles, Listeners, AI Workbench and Lifecycles to bring first‑party signals together.

BlueConic unified Vanarama’s data, reconciled identities, captured real‑time timeline events and built multi‑dimensional segments to power coordinated multi‑channel journeys and personalization. The work improved internal collaboration and marketing agility and delivered measurable results: a test retargeting program increased abandon conversion by over 50% (directly boosting revenue), reduced third‑party data spend and improved ROAS, while first‑party look‑alikes outperformed big‑data alternatives — outcomes Vanarama attributes to BlueConic’s platform and expertise.

Vanarama

Kristina Kalpokaite

Head of Acquisition