Towbars Australia

Work Completed: 
  • Branding - Logo, Vernacular, Image styling
  • Marketing consultation & planning
  • Creative Direction
  • Art Direction
  • Logo and Stationery
  • Brochure
  • Website Content Plan
  • User Interface and User Experience, Mapping and development
  • Site Development
  • Pay Per Click Campaign Management
  • Sales Scripts
  • Inbound Marketing

Background:

Towbars Australia (TBA) is the largest online retailer for aftermarket Towbar Kits and towing accessories. With options available for 1000s of vehicle make and model combinations, their products either meet or exceed factory standard components, at a fraction of the cost.

They approached Blackbird Solutions - (a collaboration partner of Fan Design) to solve major functional issues arising from their current online store. Blackbird commissioned us to help them develop a user experience and styling solution to meet the demands of a rapidly growing online business. 

What we did:

Together, Blackbird & Fan, worked with TBA to assess their current site needs in order to provide cost effective recommendations. We found a redundant content management system with systemic usability and functional issues. With product selection issues, database breakdowns and the checkout fickleness, they needed a reliable delivery backbone with customisable capabilities. 

We developed a UX strategy and content plan based on analytical assessment of their existing site that was to be built on a custom developed Drupal platform.

At the same time TBA where undergoing  internal structural changes. Selling off a bricks and mortar retail arm, and launching solely as an e-commerce provider with retail application. This allowed an opportune time to reposition the company for it’s next phase of growth.  We proactively created new logo that highlighted the access all Australian’s can have to quality and affordable towing solutions. Winning them over with the new visual positioning we allowed TBA to see themselves in a new light and  whilst simultaneously positioning the value of the service they provide.

We have since extended their new brand identity beyond the website to stationery and promotional tools. 

We are now working with Towbars to realise long term goals for the business. By actively developing inbound & evergreen marketing strategies to help them overcome pay-per-click cost rises, we aim to both maintain and accelerate their leadership position as the largest online towbar and accessories retailer in Australia. This will cement  their marketing share for reliable profit growth and forecasts.

The Results:

The usability and functionality of the site across all devices (responsive) allowed the company to reach new sales levels. With a custom dynamic kit builder, we empowered the customer to find their towing solution amidst a myriad of potential solutions. The system also needed to generate pick lists for order fulfilment whilst being a resource for staff to reference as a sales tool during direct contact. 

We tailored the site for growth, allowing within the  site a model for installation instructions section, reviews and feedback, recommended and endorsed supplier / fitment centre finder.

Now in the second iteration of the interface, the custom Drupal backbone of the site remains solid. With planned flexibility now ingrained through  the development process, each refinement round sees TBA remain one-step-ahead of their competitors and the leader in the field of online towbar kits and accessories.

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