SHOWCASING A SUPERIOR PRODUCT
Yokohama has been at the cutting edge of performance tyres since 1921. Currently they support a network over 500 dealers throughout Australia and have operations in every state. In 2006 T-bone Productions was engaged to thoroughly revamp Yokohama’s online presence in Australia.
- yokohama.com.au
- extranet.yokohama.com.au
- pickandwin.yokohama.com.au
Overview
T-bone was engaged to thoroughly revamp the Yokohama website. This process began with a thorough review of marketing collateral and an assessment of the target market and the messages that the site was to communicate.
As a manufacturer of performance tyres, with a strong racing heritage and a premium position in the tyre market place T-bone sought to convey this quality with a striking yet refined design.
A User Oriented Experience
A key motivation in the design of the site was to provide a rich variety of information to allow enthusiasts to make an informed tyre selection.
The information includes key performance and sizing information and has grown to include a range of video content.
Tyres may be browsed on a visual basis or navigated to using specific technical sizing information. This caters for both the casual user or the more serious user who knows what they are after.
The site also incorporates a range of other user-friendly functionality such as the ability to email tyres to friends, quick links to technical support and downloadable product brochures.
The Technical Aspects
The site is built on the ilico platform and is a fully content managed solution. This allows Yokohama staff to easily update the site with fresh content. The ilico CMS has been customised to accommodate a range of specific data. Yokohama staff can import their tyre sizing charts via a CSV file and the site is automatically updated.
The site also features a relational database that allows product managers to assign related products, providing a cross and upsell feature.
A Growing Partnership
Since launching the site it has been met with much praise and its success has shown across all of the key performance indicators. The site ranks very well in Google. Traffic to the site has increased significantly and the number of enquiries has grown exponentially.
The success of the site has seen T-bone to go on to develop a number of other business systems for Yokohama. In 2006 T-bone developed Yokohama Pick and Win, an online sales incentive program. In 2007 T-bone has developed an online inventory management system for the Yokohama dealer network. T-bone have also developed a tyre warranty registration system.
The Future...
T-bone look forward to continuing to grow as Yokohama’s key online partner and will seek opportunities to continue to assist business processes with online applications that increase business efficiency.
