Case Studies

• Work / 
• Total Auto

Total Auto

SERVICES PROVIDED:

• Website Design
• Website Development

Background
Before they came to us, Total Auto was using a “one-size-fits-all” solution to manage their website and e-commerce. The system didn’t allow them to sell their products in the way they needed to be sold or in a way that encouraged customers to buy online. They had made just two web sales in two years.

The Opportunity
Total Auto had phenomenal potential to increase their online sales, if only the process was easy and designed with their target customers in mind.

Goals
We wanted to redesign their website to take advantage of sale opportunities. We also wanted to provide Total Auto with a customized e-commerce system that would showcase and sell their products in a way that would convert site visitors into buyers (and eventually long term customers).

Redevelopment
We built an online system that matched all of the company’s business rules. This was a tall order as Total Auto sells many different types of parts to many different types of customers. For example, they needed to sell a part that fits both a Lexus and a Toyota vehicle. Their internal systems had that part as one part number, but they needed to be able to sell it to Toyota dealers and the Lexus dealers as a different part. Also, they needed the price to be different depending on who was making the request for purchase.

Our system took all the relevant data from the internal system and added fields that were needed to make it complete. To entice visitors, we allowed parts to be searched, but always limited to the search results to ten products. This way, Total Auto could include their full inventory online, but limit the amount of data that could be mined by competitors.

To further encourage visitors to buy online, we instructed the system to show only retail pricing to those who were not logged in and encouraged site visitors who were dealers, body shops, or other types of large quantity customers to apply for an account that would allow them to see their discounted prices alongside standard prices within the industry.

Once customers signed up, Total Automotive was able to contact them and give them each a personalized walk-through of the website pointing out all the advantages of buying online. The site priced each customer as needed since Total Auto was able to set preferences associated with that customers account before they approved them. The system was also able to show customers only the parts they were interested in seeing. For example, Lexus dealers saw parts only for Lexus vehicles and Toyota dealers saw parts only for Toyota vehicles.

Since the website launched, we have helped Total Auto with web marketing programs and upgraded the site to allow for Canadian customers.

Results
• Online sales regularly hit ,000 or more a day
• Total Auto is extremely happy with our services and has sent us many referrals