Challenge
Autobell is the fourth-largest conveyorized car wash company in the country. The brand partnered with Union to help reinvigorate the look and feel of their website, while strategically driving ecommerce sales and brand awareness.
Solution
The region’s most trusted car wash brand needed a reimagined web presence and social media campaign to entice new customers, while also ensuring a responsive user experience. The goal was to showcase easy-to-find and easy-to-digest content with clearly communicated services, pricing and locations as part of a holistic, multi-channel marketing effort. Union designed a website with pages that communicate the value of every wash to encourage online sales, e-offer signups and customer engagement. Together, the new website and campaign worked to draw in car owners new to the brand while continuing to cultivate the loyalty of existing customers. Adding Value to Convenience To make the brand the most convenient option, Union made it simple for customers to find their closest car wash. We utilized geolocation on the website, directly communicating pricing structures and emphasizing convenience to customers. We streamlined the user flow to show their closest Autobell and corresponding prices and hours, complete with a map and a pin for “your Autobell.” We also built in a “find an Autobell” search tool for ultimate ease. Directing Traffic In order to improve traffic flow on the website, Union differentiated the “search” path from the purchasing path with a “Shop Now” button as well as an e-offer sign-up component, balancing retail and online sales. Aesthetically, our designers incorporated fun, approachable design elements and introduced a more vibrant blue to the color palette. For a more organized understanding of varying levels of service offerings, we built tables of information to educate users along the buyer’s journey. Straightforward Shopping Union removed all obstacles from the purchase process for Autobell customers. We designed a custom ecommerce flow that accounted for their unique product offerings, from e-gift cards, to physical gift cards, to wash tickets. Driving Revenue Wanting to meet customers where their interests are online, we crafted ads for paid search, social media and display to reach new audiences, motivate ecommerce purchases, and promote deals and location-specific call outs. We also rolled out streaming audio to hit users in their cars, as well as incorporated persona-targeted audiences. Calling Out Quality With the aim to increase website traffic, we launched a paid search strategy catering to Autobell’s targeted buyer personas through ad groups. Copy and calls-to-action emphasized key phrases that differentiated Autobell from the competition, highlighting the quality and convenience that the brand is known for.
Results
Autobell's new website offered consumers a cleaner shopping experience, presenting the services, offers and location information most pertinent to the user. Supported by a range of targeted campaigns, the brand also saw an increase in qualified traffic to points of purchase from existing customers as well as new visitors. Overall, the new digital presence strengthened the brand's positioning while catering to the needs of today's consumers.
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