Rediscovering the joys of hearing.
Amplifon guides customers from hesitation to hearing by delivering personalised journeys with Adobe.
3x
Higher conversion rates with tailored website experiences
Objectives
Personalise messaging for customers throughout a long sales cycle
Drive customers from digital channels to stores by nurturing strong leads
Deliver the right messaging to encourage customers to seek help for hearing care
Use data-driven measures to understand what customers want
Results
3X higher conversion rates with personalised website experiences
25% increase in leads from digital platforms for customers in 26 countries
3X higher SEO rankings with templates that allow authors to update 40 websites in minutes
50% higher conversion rates by using A/B testing to optimise experiences
Digital revolution in hearing care.
Fabrizio Barbieri loves to travel and build connections with different cultures and people. For him, sound plays a part in forming those memories: birdsongs, music, and laughter. As Digital Lead Generation Director at Amplifon, a global leader in hearing care, he’s driven by a mission to help others reconnect with the everyday sounds that give life texture and meaning.
Amplifon stands out for its reach and expertise, operating 10,000 clinics and retail stores in 26 countries. Hearing solutions are highly personal, with many different devices available for every type of hearing need, personal lifestyle, and budget.
“A lot of people come to work at Amplifon because they want to help change lives,” says Barbieri. “It’s a big decision for our customers, and we work to make it as painless as possible.”
Yet the path to that decision can be long and difficult. For many, the signs of hearing loss emerge slowly — and denial can last years. “People don’t wake up and decide to get hearing aids,” says Barbieri. “They struggle, they wait, and only when they’re truly ready will they act.”
That challenge made Amplifon’s digital transformation even more urgent. Barbieri was tasked with reimagining the company’s digital presence, crafting a strategy to meet customers with empathy and precision. He turned to Adobe Experience Cloud — including Adobe Experience Manager Sites, Campaign, Target, and Analytics — for its ability to handle personalised customer experiences on a global scale.
“Adobe gave us the scalability we needed to standardise global operations on one platform. We keep expanding our Adobe footprint because we’re so happy with the technology and our results,” says Barbieri.
Starting a digital conversation with customers.
Compared to many retailers, Amplifon works on a very long sales cycle. To reach people who often don't want to be reached, Amplifon needed to start small: with a conversation, not a sales pitch.
Since in many countries new hearing aids cannot be sold online and the role of an audiological consultation is crucial, stores are a key channel where customers can talk to hearing care experts in person and try out technology for themselves. But digital is becoming an increasingly important way for customers to learn about hearing care and overcome their reluctance to seek help.
The redesigned websites serve as the hub of the new digital experience. Customers visiting an Amplifon website quickly find content designed to guide them along a deeply personal journey: stories of real users, information about modern hearing technology, and a free online hearing test.
Amplifon built a flexible design system of reusable templates and design elements in Experience Manager Sites, enabling content authors to update 40 localised websites in minutes. This scalability led to fresher, more relevant content across 40,000 pages, ultimately boosting SEO rankings by 3X in just three years.
To reduce friction further, Barbieri piloted online bookings, a self-service feature that lets customers schedule appointments 24/7. “The numbers spoke for themselves,” he says. “We saw a 20% increase in bookings within a year.” Today, more than 25% of leads come through digital channels.
“Personalisation is about making sure that customers see information that’s relevant for them in the right moment to move them along their journey and get them the hearing solutions they need.”
Fabrizio Barbieri, Digital Lead Generation Director, Amplifon
Listening to what customers want.
Amplifon continues to improve the digital experience by optimising the websites through A/B testing with Target. Marketers analyse users’ online behaviors through Analytics to identify what resonates and what drives results. Amplifon teams conduct more than 200 A/B tests annually, including one that replaced the call center phone number with an online booking link. This improved conversion rates by up to 50%.
Marketers also use Target to personalise experiences based on where customers are in their hearing care journey. For example, in the Netherlands, personalised homepage banners resulted in 600+ new bookings and a conversion rate over 3X higher than non-targeted content.
“Personalisation is about making sure that customers see information that’s relevant for them in the right moment to move them along their journey and get them the hearing solutions they need,” says Barbieri.
“Creating automated omnichannel campaigns helps to fill the gap in the customer life cycle and keep Amplifon in peoples’ minds.”
Fabrizio Barbieri, Digital Lead Generation Director, Amplifon
Supporting customer needs for years.
Hearing care isn’t a one-time transaction. It’s a lifelong relationship, and for Amplifon the store will always be the major touchpoint.
Adobe Campaign helps nurture those relationships and manage leads more efficiently, allowing marketers to reach customers with consistent messaging on their preferred channels. Before, all follow-ups were handled via phone. Now, automated workflows reach customers via email, phone or SMS based on their preferences. In just three pilot countries, this approach generated 300 extra appointments monthly.
“Creating automated omnichannel campaigns helps to fill the gap in the customer life cycle and keep Amplifon in peoples’ minds,” explains Barbieri. “We want to be there when someone first notices hearing loss, and still be there five years later when they’re ready for a new solution.”
The next evolution is bridging the gap between digital and physical experiences. With Adobe Real-Time Customer Data Platform (CDP), Amplifon is building unified customer profiles that track and support customers throughout their multi-year hearing journey.
“At Amplifon, we’re not just selling hearing aids, we are improving lives. And, also thanks to Adobe Experience Cloud, we’re helping people reconnect — with laughter, with music, with the voice of someone they love.”
Fabrizio Barbieri, Digital Lead Generation Director, Amplifon
Bringing AI innovation to hearing care.
Looking ahead, Barbieri sees AI as a powerful tool to deepen personalisation even further. From accelerating audience segmentation to improving campaign setup, AI can help Amplifon react faster while keeping the human element at the core. He envisions smarter systems that not only streamline operations but also anticipate customer needs, ensuring that each interaction feels timely, relevant, and compassionate.
As digital expectations continue to rise, Amplifon’s focus remains on enhancing the customer journey without losing sight of what truly matters: empathy and human connection.
“At Amplifon, we’re not just selling hearing aids, we are improving lives. And, also thanks to Adobe Experience Cloud, we’re helping people reconnect — with laughter, with music, with the voice of someone they love.”
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