Guardian Automotive: shop and showcase in one

Launching an online ordering facility for customers is one thing, building a corporate website is, often, quite something else. The conundrum is that on the one hand you want to make it easy for customers to order online – on the other you want to reach out and talk about your latest development, interact with your communities and invite them to share their stories. The answer is straightforward: combine the shop. and www. website into one digital presence.

The best of both worlds

In its original company website, Guardian Automotive set out the company’s unique position as Europe’s only leading glass manufacturer to focus fully on the automotive Aftermarket. And with its eShop it wanted to underline this position by offering registered customers access to 5200+ parts via a searchable database with multiple filters, product photos, technical information and related accessories. The eShop would be designed to simplify and speed up the ordering process – with real-time insight in product availability and delivery times. Together with an interactive service desk, the Guardian Automotive eShop platform would become a working environment that makes doing business easier, faster and better.

Making the transition reality

Once the concept had been agreed, EMG was asked to design and provide content for the new www.guardianautomotiveglass.com and to support the transition from an online ordering tool to a multimedia, multichannel state-of-the-art digital platform. Having already worked with Guardian for some time, EMG was able to incorporate the company’s messaging, focusing on speed, ease of ordering and time-saving aspects. Right from the start, Servé Tonino, EMG’s manager digital media, was involved. He was able to convert the design and communication needs into technical project specifications. Standard web shop functionalities had to be customised to cater for specific B2B requests coming from the Guardian Automotive sales organisation. EMG’s digital designer, Petra Vermunt, ensured that the website’s look and feel reflects the company’s positioning – and is suited to its various user-groups.

Driving the message

EMG also supported Guardian’s drive to create awareness for the website – in the first instance for existing customers - but more importantly to reach new customers. EMG designed and created content for catalogue updates, promotions, LinkedIn activities, corporate video and the Guardian Automotive newsletter – all to drive traffic to the site and encourage purchases. Luisa Marchina, Marketing Manager Guardian Automotive Europe, commented: 'We are pleased with the results; in 12 months the eShop’s order entry share has increased from 30% to YTD 54% versus traditional channels (phone, email, fax).'