Case Study: ADAC achieves over 10% conversion in digital tolling with Merkle

ADAC achieves 10% conversion with Merkle

The customer, ADAC, Germany's largest automobile club, sought to transform from a traditional mobility brand into a digital service leader. Their challenge, handled by ADAC Medien und Reise GmbH (AMR), was to create a user-friendly digital toll portal to replace complex and non-mobile-optimized solutions for purchasing cross-border travel products. They partnered with vendor Merkle to develop this new platform.

Merkle implemented a human-centred, mobile-first solution using React and Contentful CMS for flexibility. The result was a highly intuitive portal that achieved a conversion rate of over 10%, significantly above the industry average, and captured 75% market share in digital toll products. The project also generated six-figure sales volumes within three months and received a 90% ease-of-use rating from customers, demonstrating the success of Merkle's approach.

ADAC