M&S Motorcycles

ByStu Richmond

M&S Motorcycles

The challenge
The challenge was twofold. M&S Motorcycles wanted to create their own online showroom for new and used motorcycles and move away from the 3rd part listing sites such as MCN and Bike Trader. They were also looking to take their first steps into eCommerce with a wide range of Motorcycles clothing, safety products, accessories and parts. The challenge lay in understanding the market and products to interpret how we could make it appeal to their target audience and steer customers from their many competitors.

The work
We produced a dual purpose web site which promoted both sides of the business, New Sales and Aftermarket. The core of the site was the Motorcycle listings pages. This incorporated an easy touse filtering system for bike brands. The motorcycle detail pages gave the customer numerous ‘Call to Actions’ to enable further enquiries. A dynamic new eCommerce store was developed to run alongside the main web site. The product categories were structured to enable great product placement and cross selling opportunities. A complete backend management system was provided so the client can add new product lines, run online promotions, newsletters and manage customer orders.

The results
The online showroom has opened up a whole new national and international sales channel for M&S Motorcycles who now receive bike enquiries form Europe, USA and Australia. The visitor rates for the web site have increased hugely. The website now receives on average 1400 unique visitors per day (or 40,000 Unique visitors per month) The site has revolutionised the way M&S Motorcycles interacts with its customers

About the author

Stu Richmond administrator