Kenworth of Louisiana

Goals

Kenworth of Louisiana had just expanded its territory from Southern Louisiana to the entire state. With this expansion, Kenworth of Louisiana needed to upgrade their brand with a new site that depicted their full line of products and services. Ease and speed with which the site could be deployed were other goals.

In addition, Kenworth of Louisiana was expanding their product and service offerings to include a recreational line of trailers. The demographic for this line consists of off-roading and camping enthusiasts. Kenworth of Louisiana was interested in including a shopping catalog of accessories for this demographic.

The main goals for the website were:

• To be used as a Marketing Site
• An improvement of SEO
• To create an e-commerce shopping cart for four separate product lines
• Cross-selling
• To have a mobile-friendly, responsive design

Challenges

The demographic for commercial trucks and trailers is traditionally different from that of the recreational user. The site needed to attract both. The sales cycle for trucks and trailers is done through personal interaction whereas recreational accessories require convenient online purchasing. The site needed to support:

• Items that are purchased online
• Truck/trailer catalog with ‘request a quote’ feature
• Salvaged items that accept a ‘make an offer’ feature
• Standard shipping via UPS/USPS and custom shipping for large items
• Cross-selling capability with linking of products between product lines
• Diverse product filtering options
• Responsive site for truckers and recreational visitors who are on the road

Solution

During the discovery phase of the project, HBS determined that Kentico was a good fit to address the customer’s overall website and e-commerce goals.

Custom templates were implemented to provide ease of entry by Kenworth of Louisiana. A mega menu was implemented in the shop portion of the site to accommodate the wide range of product offerings. Overviews, specifications, product imagery and thumbnails, flexible product options/filters, and product ratings were included to address the diversity of information needed for each product line. This was all implemented with a consistent theme and format that supported Kenworth of Louisiana’s
new brand.

Results

• Upgraded, professional site with improved imagery that matches the level of professionalism provided by Kenworth of Louisiana
• E-commerce capabilities permitting Kenworth of Louisiana the ability to expand their market for their recreational division
• Ease and simplification of content entry using the Kentico

Key criteria for choosing Kentico

Key factors for selecting Kentico for this client were:

• Ease of Use

• SEO friendly
• Customizable to the client’s requirements
• Product options and variants
• E-commerce capabilities

Technology

• Kentico CMS Solution