New Ajax-based site offers improved usability and personalisation

Nationwide Autocentres is launching a new website in order to improve the user experience and increase customer acquisition and retention. The new site, www.nationwideautocentres.co.uk, has been designed and built by digital agency Redweb, using Ajax to increase interactivity and usability. It will be integrated with other digital marketing activity including email, search and affiliate marketing, as well as offline initiatives including direct mail and point-of-sale initiatives at Nationwide Autocentres.

Nationwide Autocentres offers a range of repair and services including MOT testing and car servicing to personal and business customers on most makes of cars. Established in 2002 with the acquisition of 137 former LEX Autocentres, the company has grown to become UK’s leading car repair specialist.

The new site includes user-generated reviews, contextual help and improved navigation including a faster, more integrated booking process. A Google mashup with postcode data enhances the personalization of the site with pricing and offer information related to the specific model and location of the car. The new site’s landing page content is better integrated with the marketing channel used to drive the traffic to that area of the site and visitors can sign up for MOT and servicing reminders.

Mark Taylor, Commercial Director of Nationwide Autocentres explains, ‘We wanted to redesign the site as part of the next stage in our plan. The site needed to move from providing information to providing services for our customers. Redweb has a long history of working with us on our email marketing activity and demonstrated the business benefits of developing a highly usable site so we tasked them with the redesign of our site. The agency has developed a design that pushes the boundaries in the automotive industry, both technically and visually.’

Andrew Henning, CEO of Redweb adds, ‘Over the past few years of working with Nationwide Autocentres we have learnt a lot about how users interact with the site which has highlighted ways we can increase conversion. The design and build of the new site vastly improves the user experience; for example, we know that locality and price are a key part of customers’ decision making, so we have brought them forward in the process. The application of the new brand colours help to reflect Nationwide Autocentres’ position and credibility in the industry. All of this helps to build trust in the brand which will keep customers coming back to the site.’

The look and feel of the new site is more sophisticated and fewer clicks are required to find information as well as to make a booking. Once a visitor enters details of their car make or registration or address the subsequent screens recognise this and drive in relevant information. An interactive calendar highlights offers and discount days and is also integrated with other marketing channels. Customers can find their nearest centre, compare quotes and add or read a testimonial. The site is SEO friendly to ensure it ranks well in search engines, especially for brand location searches, and is W3C compliant.

About Redweb
Redweb is one of the UK’s fastest growing digital agencies specializing in the design and build of websites. It also offers digital services including consultancy, e-mail marketing, hosting and support. After 11 successful years, Redweb is still independent and run by its founder and CEO Andrew Henning.

Redweb’s client base spans large corporate, private and public sector and not-for-profit businesses including E.ON, Sky, Aqua Sana for Center Parcs, HM Treasury, the NHS, the Identity and Passport Service (IPS) and Transport for London.

Their emphasis is on user focused design, ensuring that projects meet user needs to ensure that clients’ business objectives are consistently met. The success from this approach means that many of Redweb’s clients become long term customers - a business ethos that is continuing to deliver sustainable growth.

Redweb’s two other key strengths are in security and CRM. Several high profile clients work with national security and sensitive data. As a result all staff are security cleared and the business has achieved nationally recognized ISO accreditation in Information Security Management and Quality Management.

Recognition of the importance of customer service, communication and repeat business ensure that Redweb’s digital CRM programmes deliver consistent results for clients providing a high level of customer service with creative and technical ability

Rachel Ambrose
Head of Marketing
Redweb
t: 01202 779944 f: 01202 773643
e: rachelambrose@redweb.com

About Nationwide Autocentres
Nationwide Autocentres is the UK’s leading MOT and car servicing specialist, with over 200 centres across the UK. The centres are approved by the AA and most of the UK’s leading fleet operators. Nationwide Autocentres is also AM Magazine’s 'Car Repairer of the Year' for 2008. The centres provide servicing, MOT and general repairs for all makes of cars and vans and provide a unique 100% customer satisfaction guarantee, as well as a 12 month or 12,000 mile warrantee on repairs – whichever is sooner.

Press enquiries to Jo Dudley or Kate Lovegrove at Tangerine PR & Coaching at 0161 817 6600 or at jo.dudley@tangerinepr.com or kate.lovegrove@tangerinepr.com

Published on: 12:00AM on 22nd August 2008