Modern ecommerce in a CMS environment
Galfer USA
A Case Study
Galfer USA
Custom ecommerce development for internationally renowned performance motorcycle brake system manufacturer.
Rich company history
Galfer USA’s roots go back to Spain in the 1940s when the company produced brake systems for European automakers. Since then, the company has expanded its operations into North America, and has evolved into a premier builder of performance brakes for off road and street motorcycles.
Modernized
ecommerce
solution with CMS
Galfer needed a modernized ecommerce solution. They wanted a site that they could manage through a content management system, and that would allow users to easily search for parts from their product catalog of over 90,000 parts. Security, stability, and scalability were also important priorities.
legacy
wordpress site
Unstable,
unsecured,
and incompatible
Their previous store was not working well for the company or users, and it was limiting their revenue. Their store lacked important features including security, stable hosting, integration with common payment processors, ERP connectivity, and many other features necessary for the company to modernize and grow their online division.
Manufacturing
Workflow
comprehensive solution
We worked closely with Galfer leadership to understand their manufacturing workflow and how they organize inventory. We developed a comprehensive solution which addressed all of the weaknesses of their previous store, and built a modern ecommerce store rooted in a custom content management system. An important part of this process was understanding not only what the client’s current needs are, but also carefully consulting with them and listening to their long term goals. By doing this, we were able to anticipate their future technical and sales needs, and build a solution that would scale with their company’s growth and the evolution of their operating procedures.
Visit Site- Ecommerce website in a CMS environment
- Store with sorting feature for 90,000 product variations
- Inventory management features
- Migration of 90,000 products into a custom database
- Products searchable by year, make, model, and part number
- Integration with Authorize.net, Paypal, and Foxycart
- Shipping estimates for USPS
- Responsive design and custom webpage templates following company branding
- Resize and process all images
- Stand alone cloud server configuration and maintenance
- Complete backup of legacy Wordpress site
Tangible
Results
and revenue acceleration
After going live with the new website, company ownership observed immediate increases in online sales by several magnitudes. This confirmed a hypothesis we developed during our analysis and consulting phase: that although the website had significant traffic levels of motivated buyers interested in the product, the functional issues of the store were preventing users from purchasing online. The immediate increased revenue actually surpassed the client’s cost for producing the project. This proved to be an amazing case of the importance of a strong user experience - ux makes a difference.
The client needed a clear, organized, and precision method for users to quickly locate the part they need from their catalog of 90,000 unique products. We accomplished this using a narrow-down parts finder process.
The customer starts with a brand selection. For example, if they know they need parts for a BMW motorcycle, they can select the BMW brand.
The search process can then be narrowed down to year of manufacture. For example, if they know they need parts for a 2016 BMW motorcycle, they can select the 2016 model year.
Among 2016 BMW parts, the catalog is divided according to type / application. For example, if they know they need parts for a 2016 BMW street motorcycle, they can select the street category. If there were additional BMW parts in stock for other applications like ATV or Off-Road, those categories would appear here. For ease of use, only relevant categories are listed.
The customer can now scroll through a list of models, find their specific vehicle, and select it.
The customer arrives at a familiar ecommerce interface with a display of individual products with images, pricing, short descriptions, and an option to click any product for more complete information.
Lastly, exact part match with full specs, unique product description, unique metadata, downloadable companion document, and Add to Cart functionality. Breadcrumb navigation is included to quickly retrace the user journey at any time, and the Parts Finder module contains drop down navigation for alternative browsing.
Pop-out cart addition display
The client needed to balance a classic digital shopping experience with a structured, logic based, inventory centered navigation and search system. All barriers or roadblocks to purchase had to be removed. This logical, thorough shopping model has resulted in a 10 times increase in ecommerce sales in a period of approximately 12 months.
Alternative navigation is provided at all points of the search process:
Parts Finder with dropdown selection points.
Brand based sidebar navigation.
- Ecommerce website in a CMS environment
- Store with sorting feature for 90,000 product variations
- Inventory management features
- Migration of 90,000 products into a custom database
- Bespoke programming solution to auto-sync warehouse inventory with ecommerce products
- Products searchable by year, make, model, and part number
- Integration with Authorize.net, Paypal, and Foxycart
- Shipping estimates for USPS
- Responsive design and custom webpage templates following company branding
- Resize and process all images
- Stand alone cloud server configuration and maintenance
- Complete backup of legacy Wordpress site
Continuous business evolution
Galfer USA continues to experience notable business growth. With their online sales division safely optimized using our ecommerce with CMS solution, they have been able to focus their efforts on other areas of their business, and they are relocating their North American headquarters to Carson City, Nevada, and the company is excited to begin the next phase in their long history.