Toyota Motor Europe faced a challenge familiar to any multinational: how do you deliver a consistent, innovative brand experience across 35 country markets while still allowing local teams to connect with their audiences? Fragmented digital touchpoints and varied showroom setups were diluting brand impact and complicating the customer journey. Together, we built a scalable digital experience platform that centralises content management, empowers local marketing teams, and transforms showroom displays into powerful sales tools. The result: a unified yet locally relevant retail experience rolling out across Europe.
Multi-country retail DXP serving 35 European markets
Adobe Experience Manager integration with Adobe Screens
Centralised content, localised execution for dealers
Car configurator and stock search seamlessly integrated into showroom displays
Scalable framework with modular components for future growth
Long-term partnership since 2007, expanding into in-store experience since 2022
The challenge
How do you ensure showroom visitors in 35 different countries experience your brand consistently, while still allowing local teams to tailor content to their market? And how do you turn in-store digital signage into a genuine sales enabler rather than just a screen on the wall?
The solution
We developed and expanded the framework for a modular Adobe Screens content application, fully integrated with Adobe Experience Manager. This multi-country retail DXP enables TME to manage content centrally while local teams translate, adapt, and enrich it for their markets. The result is a unified brand experience with relevant local touches, supported by digital tools that actively help customers and sales teams.
Building digital experiences together since 2007
Toyota Motor Europe (TME) oversees sales, marketing, and model development across 35 European country clusters. They play a pivotal role in Toyota's transformation into a connected mobility company.
We have been TME's trusted digital partner since 2007. Our collaboration started with digital marketing tools such as the pan-European car configurator and stock search platform. Since 2022, the partnership has expanded into the in-showroom experience, where a dedicated iO team is helping TME reimagine how customers interact with the brand at retail locations. This case is one chapter in an ongoing journey of innovation and growth.
Why showrooms needed a digital upgrade
Although most car research happens online, the majority of purchases still take place in physical showrooms. Toyota recognised that these moments matter. Inconsistent digital experiences across countries were undermining brand perception and leaving sales opportunities on the table. TME wanted every visitor, whether in Stockholm or Sofia, to feel the same brand promise while receiving information relevant to their local context.
A multi-country retail DXP built for scale
The answer was not a patchwork of local solutions but a single, scalable platform. We extended the framework for the Adobe Screens content application within Adobe Experience Manager. This modular setup offers scalable navigation and a wide range of components: USPs, text blocks, videos, and embedded applications like the car configurator. Each country can adapt content, translate copy, and add local material without compromising global brand consistency. The architecture is designed to grow: new components can be added, and new markets can be onboarded efficiently.
Turning showroom screens into sales tools
Digital signage only creates value when it genuinely helps customers and staff. We integrated existing digital marketing tools, originally developed for the TME website, directly into the showroom displays. Visitors can configure their ideal car on a dedicated touchscreen, retrieve previous configurations using a simple code, and search stock and used vehicles without leaving the showroom. We also built an EV calculation tool that simulates driving costs and range based on personal usage patterns. Every tool is documented so local teams know exactly how to localise and deploy it.
Coordinating a pan-European rollout
Rolling out a multi-country retail DXP across 35 markets requires tight coordination. We work alongside TME's sales and marketing divisions, local stakeholders, hardware suppliers like Samsung and Trison, and Adobe. iO acts as the central coordinator, ensuring all parties work towards the same goals while managing the development of new features and technical improvements. We also provide first-line support for local teams, resolving issues before they escalate, and deliver comprehensive documentation and online training for smooth onboarding.
From screens to insights with Adobe Analytics
A digital experience platform is only as good as the insights it generates. We implemented a reporting system with Adobe Analytics that captures how visitors interact with showroom content. This data helps us optimise screen content per country and improve customer experiences over time. The collaboration is ongoing: together with TME, we continuously refine the digital journey in showrooms and online.
A retail experience built for European ambition
TME's renewed retail concept is being rolled out across Europe over three years, transforming showrooms into digitally enabled spaces that support both customers and sales conversations. Through Adobe Experience Manager and the Adobe Screens app, TME can assign marketing content by country and even by individual screen. Local teams translate global content or add their own material, turning displays into valuable, interactive touchpoints. The framework is ready for future expansion, whether that means new markets, new features, or new ways to engage customers. This partnership is a constant process of adaptation and improvement, with customer experience at the centre.
