Super Coupe Performance

Overview

Super Coupe Performance is a niche retailer of performance automotive parts offering unequaled customer service, technical expertise, as well as product installation. Located in the city of Milford, Ohio (east of Cincinnati).

Requirements and Strategy

Requirements: Super Coupe Performance had a goal to provide a complete e-commerce presence to its existing and new customers. They wanted to be able to sell all of their products online 24x7 and have the ability to link related parts together, so that customers could see what other items may be of importance when buying high-end performance parts. Additionally, Super Coupe Performance wanted this website to be flexible and maintainable by Super Coupe staff, and would keep customers informed and coming back to the site.

Strategy:  In accomplishing this task, a portal style website was developed to provide flexibility in inventory classification and management, a sophisticated administrative panel was designed to give complete control over the presentation and information of each item. Parts are divided into categories, which can be nested to include sub-categories. Each category is identified by a descriptive name and picture. Parts are given names, descriptions, cost, and can be assigned multiple pictures. A single part can be assigned to multiple categories, and each part can have other parts related to it in order to give customers additional information when purchasing parts.

When customers place an order through the website, they are asked to create an account (username, password). This gives users the ability to sign in and order without needing to provide personal information (address, phone number, email address) during every order. When customer's complete their order, they receive email confirmation of their order and an estimated delivery time. This message can be customized by a member of the Super Coupe Performance staff to inform customers of holiday vacations or other such scenarios.

To provide a customer-centric system, visitors can join the Super Coupe Performance Team via a registration dialog. This allows both registered or unregistered users to sign-up to receive newsletters and specials via email.

Results

Statistics: Prior to redesign, SuperCoupePerformance.com was receiving roughly 600 visitors a month, or 17,090 web pages visited in a month. After the redesign and introduction of e-commerce, at its peak in the last nine months, the website has received 11,287 visitors a month, or 245,088 web pages visited a month.

Profit: Super Coupe Performance's website has provided them the ability to sell performance parts throughout the United States and Canada. With the extension of their customer base, Super Coupe Performance has earned an estimated additional $200,000 during the last nine months with a March being their highest month of online estimated earning $40,000.  Since the web pages visited per month has been so high, it was recommended to Super Coupe Performance to enroll in Google's Adsense program. This allowed Super Coupe Performance to earn an additional $100-200/month in passive income by providing context-sensitive advertisements on the bottom and sides of the website.