Established in 2005, this multimillion-dollar automotive business provides cooling system upgrades for sport compacts, powersports, trucks, Jeeps, ‘muscle’ vehicles, daily drivers, and classic collectors.
17.45% increase in users YoY
44.57% increase in conversion rate YoY
16.50% increase in revenue YoY
The Delaware-based company has three distinct geographic regions to serve in the US, UK and Europe. Their ecommerce sites must meet the needs of both business to business customers (B2B) and consumer sales (B2C). To replatform from Magento 1 they chose to work with the experienced Williams Commerce team to implement their unique requirements.
Their Magento 1 sites needed replacements after Adobe ended support in June 2020. The decision to migrate to Adobe Commerce Cloud (formerly Magento Commerce) met their complex requirements. They could also take advantage of their new platform’s powerful native features to support their plans for growth. The project also included full site redesigns the company can develop to provide new sleek and modern customer interfaces.
The ambitious project required upgrades for three B2B sites and three B2C sites, each with specific journeys and requirements. Many of their unique online features depended on third party integrations which were also needed for the new sites.
Live since February 2023, the new sites are performing very well. They all run on a single instance of Adobe Commerce and use a bespoke Breeze theme. Working in the cloud provides instant access and allows the company to simplify management of their sites and extensive data resources. Optimisation provides improved performance and enhanced user experiences.
To take full advantage of the Breeze theme the range of third-party modules used needed rationalisation and customisation.
All six websites operate separately to provide tailored journeys for the geographies they serve. They require multiple payment delivery mechanisms supported by integration and customisation from the Williams Commerce team. We worked with the original Breeze developers, SwissUpLabs, to optimise site speed. Data cache warmers also streamline use of dynamic content to provide fast and seamless customer experiences.
Originally used on individual sites, multiple third-party extensions now add to the functionality available across all the new sites. This leading automotive company can now use them to enhance the native functionality of Adobe Commerce.
Management of the old sites relied heavily on integration with Store Manager for catalogues and sales. This was also a key requirement for the new sites too.
Their substantial body of blogs was migrated from a separate WordPress site using the Magefan extension.
Amasty provides a wide range of custom forms bundled with options like Google Invisible reCAPTCHA. Using the admin panel in the content management system it’s also easy to create new forms. Working with the client, the Williams Commerce team helped ensure data is captured in the right format. This included product registrations and authorised reseller forms, for example.
Financial integration with Accountum provides a clearer picture of their overall operations.
A number of third-party tools provide customer authentication and customised reward points. The company can trigger customer benefits at various stages in each journey. Actions such as recommending a friend, buying a product, or subscribing to a newsletter can all lead to rewards.
A customised Mirasvit extension for search provides more granular control. It creates uniquely tailored searching experiences across different groups by product type.
360 degree product viewers provide tailored images to showcase the product range. There’s a flip book feature from MageBees to make online brochures easy to read. Wave extensions allow the client to create bundles of configurable products.
Another significant extension allows the company to offer free gifts during promotions to attract new and repeat customers.
There’s support for Rootways, Visa’s authorize.net, Checkout, CyberSource and Bread payment methods. Also looking to take advantage of Adobe Commerce Payment Services allowing you to manage orders and payments in one place while delivering a seamless checkout.
Native Adobe Commerce options like UPS integration also give the company new online options. This in-built feature allows this automotive company to provide bespoke shipping information based on weight, size and destination directly from UPS. They can also restrict inefficient or expensive shipping options.
The project brief included some key customisation requirements. The Williams Commerce team has updated essential features to provide similar or improved results whilst maintaining the same levels of customer experience.
This work included integration with Zoho CRM and a reworking of their Stone Edge integration for order management. Specific handling fees and costs can apply to certain customer journeys, depending on their location.
The sites use Navigation Pro to create intuitive and easy-to-manage website navigation menus. The client can change the product listing pages (PLPs) and product description pages (PDPs) and use an address field manager.
To support the brand’s drive to recruit ‘rock star talent’ there’s also an integration with a third-party job board. Whenever there’s a vacancy they can create the post, which is injected overnight, appearing in the next live feed and on their own jobs panel. It creates and attractive, seamless journey for prospective candidates looking to join the team.
To run and operate their sites smoothly the automotive company held a significant amount of data. Understanding the structure and use of this data was central to the project’s success. Assisting the client’s team to understand what and how the data was used for helped them provide only what the sites required.
The new sites match the complex requirements for functionality, prioritising customer experience. Significant bespoke customisation helped to achieve the outcomes the client was looking for.
The move to Adobe Commerce wasn’t a simple migration. With such complex master sites an agile approach was essential. All six sites needed to work smoothly, meeting the needs of their local markets. Rigorous objectives for site performance and sales had to be met.
From the beginning, this automotive company set very specific key performance indicators (KPIs). The top priority was a seamless transition from the old Magento 1 site which was a significant pain point for them. All six sites went live in February 2023 and the results to date are very positive.
Now the move is complete, the client can take advantage of new features such as content staging and rules management. This helps to control and improve content quality. This with the new design that can look to be implemented when the company is ready to release this.
For example, a bespoke document import and export feature allows registered users to access product marketing content. This is especially attractive for B2B customers who can download material that helps sell their products. It extends the quality of the ecommerce portals with added value content.
It’s been a pleasure to work with the client’s team. As the company adds to its own skills and expertise it can take full advantage of their sites’ in-built potential. They are now ready to take over day to day management. Building on firm foundations they are turning the dial on digital sales using their bespoke ecommerce solution.
2022
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Automotive
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