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GX presents Oostendorp

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A digital leader in the automotive industry

Oostendorp Autogroep is a leading full-service provider in the Dutch automotive market, active in new and used car sales, private leasing, rentals and aftersales. To bring all digital activities together, the company has built a scalable ecosystem that accelerates commercial growth and increases organizational flexibility.

The platform supports every digital touchpoint, guiding customers quickly to relevant vehicle information while expanding easily into new markets and locations. With a clear roadmap and short feedback loops between marketing, sales and development, Oostendorp has become a true digital leader — powered by a high-performance platform, an integrated CDP and strong personalization capabilities.

One foundation for all digital touchpoints

All websites and services have been centralized in XperienCentral and combined in a modular component library with a single codebase. This ensures a consistent appearance, efficient management and lower maintenance costs.

New channels — such as a Belgian platform — or additional locations can be added without major redevelopment. The approach is sprint-based: priorities are reviewed regularly, intensive feedback rounds with commercial teams guide adjustments, and improvements appear directly in practice. The result is a flexible platform that evolves with Oostendorp’s ambitions and delivers measurable results.

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Business impact

  • 250%
    valuation requests increased from 180 to 500 per month, thanks to improved lead flows
  • 15x
    increase in organic traffic, with VDPs performing well above the industry average
  • 192%
    growth in website visitors, rising from 85,000 to 195,000 per month
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PLP & VDP — Rebuilt with an e-commerce mindset

The stock finder (Product Listing Page, PLP) and Vehicle Detail Pages (VDP) have been completely rebuilt from an e-commerce perspective. An SEO-first architecture with clear semantic structure improves search engine indexing. Pages are designed mobile-first and use lazy loading to increase speed and improve user experience. Conversion funnels have been redesigned with clear steps for valuation, lead capture and targeted calls-to-action.

This product-oriented approach now brings 60–70% of visitors directly to the right VDP, significantly increasing both engagement and conversion rates. The VDPs are designed not only for search engines but also to match the customer’s buying motivations.

Private lease — modular and futureproof

The private-leasing environment has a fully modular structure, making it easy to add new locations and services without touching the core. This makes the platform flexible and ready to grow with Oostendorp’s ambitions.

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Used cars — driving commercial impact

Oostendorp’s strongest commercial impact lies in used cars. The used-car environment has been completely rebuilt in XperienCentral with a robust SEO structure and user-friendly flows. This makes used cars more visible and a major contributor to total sales. By targeting product placement and optimizing the online funnel, Oostendorp can actively drive sales — something that for new cars is often dictated by manufacturers.

Real-time relevance with BlueConic

BlueConic acts as the Customer Data Platform (CDP), collecting real-time behavioral and profile data from the site, enriching it with signals from HubSpot and the internal lead management system, and feeding enriched profiles back into XperienCentral. This allows on-site content, banners and calls-to-action to be tailored to each visitor.

This also delivers practical advantages: repeated interest in a specific model within a region triggers a targeted alert for a contextual follow-up. Campaigns are rolled out cyclically and continuously optimized so that visitors see only relevant content, banners and offers.

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E-commerce thinking for automotive

Instead of looking at other car companies, Oostendorp took inspiration from leaders in e-commerce. By completely redesigning its website in XperienCentral with scalable modules for all brands and domains, usability and conversion were placed at the heart of the platform. Mobile-first design, lazy loading and optimized flows for valuation and lead generation provide speed and measurable results.

Integrations and sprint-based governance make marketing cyclical and data-driven, while sales teams receive timely signals. New functionalities are tested and validated immediately, shortening the time from idea to value.

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Rob Vallenga

Marketing manager, Oostendorp Autogroep
The best results come when you work together as colleagues — internally and externally. By acting as one team with GX, we’ve achieved digital performance we’re proud of.