E-COMMERCE
Confortauto
Your leading workshop at a tap
THE CHALLENGE
E-commerce renewal and product processing efficiency
Confortauto is the first national network in points of sale and workshops in Spain.
In 2010 they also started selling over the Internet through an E-commerce in Magento 1.
The main challenge of the project was to update the E-commerce solving the technical difficulties due to the type of product and UX improvements with focus on Mobile First for a better online presence of the brand and higher conversion into tire sales.
The project objectives:
- Improve E-commerce sales.
- Scale the business. To be able to create markets and languages with rates and products per market in a simple way.
- Improve the speed of product loading processes. Magento 1 and the tire product typology had a critical point of technological obsolescence that could cause it to become impossible for the online business to continue.
- To be able to provide a service in the workshop and offer the customer the ability to book appointments.
- To improve the UX by creating an up-to-date disruptive mobile interface.
THE SOLUTION
Custom multi-market E-commerce
In 2014 NITSNETS embarked on the project to update the E-commerce of the prestigious brand and industry leader Confortauto.
Given the success of other E-commerce with NITSNETS technology and the previous experience with the B2B of Grupo Soledad, NITSNETS faced the challenge of revamping the E-commerce.
A new visual design was proposed, finding the essence of the brand and a mobile version which was unique for its time.
An improved user experience where you can buy your tire and conveniently find the workshop to replace the wheels.
Working consistently with Grupo Soledad's IT team allows us, through its API, to connect in real time with products, prices and stocks.
Solving the great challenge of avoiding hours of updating with the previous technology.
An innovative E-commerce that together with Confortauto marketing has done nothing but grow, improve over time with constant restyling and open markets by creating new business opportunities.
Omnichannel in more than 600 workshops
Omnichannel was innovated. Thanks to the large workshop network of more than 600 outlets in the country, the customer could buy a tire and reach the next level of service with the wheel change.
The system allows you to buy the tire, select your nearest Conforauto workshop and make an appointment based on workshop availability.
Services between 24-48 hours and in less than an hour you will be rolling out of the workshop.
Magento vs custom-development
The previous E-commerce was developed in one of the industry standards: Magento 1.
At the time of the technical analysis an important shortcoming was detected: Conforauto products have higher parameter settings than in other sectors such as fashion or retail.
In order to be able to operate, Magento required the caches of its product listings to be updated every time there was a data update or insertion of new products. Also in the Cartesian product of each search engine in order to generate all the pages.
This caused a collapse in the data update because it took hours to have the data updated in each product edition. It even reached the technical limit that it could not be done in a whole night and could leave the website without a service or with erroneous information...
Therefore, it was decided to implement tailor-made NITSNETS technology to solve the loading of new products in real time. This was done by working on centralizing APIs, which allowed for higher levels of efficiency and the ability to communicate other processes of the company.
The result was a proven success allowing for the removal of obsolescence and technical risk.
International E-commerce to compete in Europe
The system is ready for internationalization. Conforauto is a reality in Spain, France, Portugal, Germany and Morocco.
By means of IP and browser language detection, it determines and helps the customer by putting the website in their language and/or recommending the purchase in their corresponding market.
In each marketplace the products assigned for sale, and their specific rates, their specific stock or their payment methods are shown.
SEO Optimization
We have been working closely with Confortauto for more than 8 years.
One of the latest updates was a great improvement in positioning in Google with an SEO strategy that allows the positioning of, among others, the prestigious Hankook tire brand within Confortauto.
Positioning the success of the Hankook Master alliance with Confortauto that has been so successful since the synergies built by the union of both companies.
