Carglass selected full-service digital agency The Reference as its implementation partner because of its extensive knowledge of the Sitecore solution. With the new website, Carglass has also exceeded its customers' expectations online.


Carglass is the car window repair and replacement specialist. Carglass wanted to make its websites for Belgium and Luxembourg less dependent on Belron, the organisation that the business belongs to. As the local team had very limited scope to make changes, it started looking for a new website tool. 

It chose Sitecore, because with this solution, customer experience plays a central role: just like at Carglass, customers are always Sitecore's starting point. Furthermore, Carglass was very attracted by the possibilities for personalisation and marketing automation. 

Carglass was working to a very tight deadline: the site had to be live within five months, including integration with the back-end system, Microsoft Dynamics. This was a big challenge. Carglass's back-end system was also in transition: an extensive project over several years. Nevertheless, an optimal integrated booking system is crucial for the business, as the online booking tool is the most popular way for Carglass' customers to make an appointment.


Despite the tight deadline, The Reference was able to get the new website online. We built up a good relationship with Carglass in a very short space of time, which meant that we immediately knew what they required.

The new website uses Microsoft Azure, which offers Carglass the flexibility to quickly increase server capacity at times of peak website traffic. Now, in collaboration with The Reference, Carglass is often able to launch new features in a matter of a few days or even hours.

On the new website,, customers can quickly and simply ask for a quote and book or reschedule an appointment. They can also find extensive info about Carglass® services and guarantees, and read reviews from other customers. Website visitors can find their nearest service centre and can easily make an appointment for repair within a few minutes, thanks to an optimised booking flow. In addition, visitors can find full information about the services and guarantees that the business offers in relation to potential glass damage to their cars. 


As the site is now fully responsive, the number of appointments made with smartphones or tablets is double that made on the old website. In addition, the Customer Effort Score has risen, and customer satisfaction has increased. The reactions to the look and feel of the site are especially positive and the number of complaints received has dropped.

Using customer data, Carglass will be able to further optimise the user experience in the coming years, for example by using personalisation to improve the conversion rates. So together we are moving in the direction of customer delight instead of mere customer experience.


Carglass® is the car window repair and replacement specialist in Belgium. It helps more than 300,000 motorists each year and operates 24 hours a day, 7 days a week, 365 days a year. To achieve this, the company has 42 service centres all across Belgium, which provide free Wi-Fi, coffee and courtesy bicycles for customers. There are also 100 mobile Carglass® service vans that can help customers at home, at work, or on the road. Thanks to a permanent stock of over 220,000 windows, the company can provide help very quickly. Moreover, Carglass® provides a lifetime guarantee on the work it does and the repairs it makes. This means that customer satisfaction is 98%! To make its customers’ lives easier, Carglass® has agreements with all insurance companies and car-leasing companies in Belgium so that all formalities can be dealt with easily.

We were immediately won over by the professional approach of The Reference”, says Pieter Moons, Digital Manager at Carglass. “Their extensive knowledge of Sitecore was essential for us. An added bonus was that they offered a total package with hosting and a clear SLA.
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