The UK's leading online vehicle parts locator, 1st Choice, have appointed Selesti as their digital marketing agency, with the first project encompassing a major site redesign and integrating three substantial new developments to their business. All of which will be launch in early 2011.
The new additional revenue streams will stem from a geo-targeted sponsored link style directory of the thousands of spares dealers who they directly interact with on a daily basis, a 'Scrap your car' scheme and an affordable and straightforward used car classifieds service.
First port of call on the design project is planning in detail, using information architecture to
wire frame our recommended layout and page template structure. We will focus on the user experience and cleaning up the calls to action and signposting of key features. The branding will be kept predominantly the same so as not to alienate the 500,000 unique monthly visitors the website regularly attracts, however maybe slightly touched up to tie in with an overall more modern look and feel.
Alongside the site design overhaul we will then devise and build a directory microsite which utilises the contact information and data they possess on reputable, reliable garages and scrap yards. This will be an extension of the current branding and new look and feel, giving users intelligent and intuitive search functionality to find spares by local suppliers rather than by the vehicle and part (the current method). The offer to the dealers is paying to advertise to a targeted (both geographically and contextually relevant) audience, upsold by 1st Choice on their existing email correspondence to their substantial loyal traffic.
The next phase of development will bolt on the functionality for their visitors to buy and sell used cars in a classifieds style section. There is no intention to try and directly compete with the major players in that particular market, however with so much traffic all centred around a particular shared interest, the strategy will be offering a low cost alternative for their users to advertising through the normal channels.
On top of the third new avenue they're exploring online of a car scrappage service, Selesti will also be adding a Blog and other search engine friendly sections, all in a bid to bolster the already healthy number of unique monthly visitors.
For the new elements of the website, Selesti will be integrating with our partners SagePay's payment gateway. This will give 1st Choice the required flexibility in the type of payments they're receiving from the advertising parts suppliers and the front end users paying to showcase their cars for sale or scrappage, along with a full suite of administration controls to manage transactions post-payment.
After this first project is completed, 1st Choice have intimated other online plans for ways to add value to their committed audience, with still further growth possible within their sector. Selesti are very much looking forward to helping them build upon their already impressive success over the coming months and years. Development of mobile apps is also in the pipeline.
Visit the current 1st Choice Car Parts for more info