2023

A Solution That Stops The World

Disc Brakes Australia

CHALLENGES

Disc Brakes Australia (DBA), Australia’s largest manufacturer and wholesaler of aftermarket automotive braking components engaged Grindstone to develop a new online product catalogue. Interactive and content rich, it aligns with modern digital marketing and e-commerce strategy across the global Automotive Aftermarket segment.

STRATEGY

Grindstone’s collaboration with DBA was centred around a strategic enhancement of DBA’s e-commerce capabilities through a design-thinking approach. This involved the seamless integration of Woo-Commerce functionality into the existing backend of their WordPress website. This integration was combined with the development of a digital merchandise master file, ensuring consistent and dependable data throughout DBA’s online catalogue.

To enhance user experience, the implementation of REGO search simplified consumer access, while tailoring specialised search options for trade users also became an important consideration. The customisation of geolocation features significantly enhanced market relevance and global presence.

This comprehensive strategy not only optimised the overall user experience but also streamlined backend management processes. It has paved the way for future advancements, including the potential integration of a CRM system for real-time inventory and pricing information. As a result of this collaboration, DBA now possesses a robust digital foundation to support continuous growth and evolution as the business evolves.

OUTCOMES

The delivery of an information rich content catalogue has proven to be a revolutionary tool for DBA, aiding in digital marketing activities and enhancing customer service. Having all information available for an individual SKU on a given product landing page helps answer all consumers’ questions about a product and allows for confident purchasing decisions.

The new catalogue has provided the tools DBA needs to ensure a consistent and up-to-date digital presence, not only across its own digital infrastructure, but also allows for easy data transfer to key distribution partners.

SERVICES

Design

Web Development

User Experience Design

User Interface Design

Grindstone collaborated with DBA as part of our co-design ‘discovery’ process to identify how the customer experience could be enhanced through the introduction of more advanced e-commerce functionality. We planned a solution to give DBA greater insights into customers’ needs and enable it to tailor content for different audiences. At the same time, it would improve and streamline the administrative process to minimise effort and cost. Grindstone’s creative process is based on the concept of design-thinking – a human-centric approach to innovation through technology. This means our solutions are designed to meet the needs of the people who use them, both customers and administrators alike.


Woo-Commerce x Master file

By Integrating Woo-Commerce CMS into the backend of DBA’s WordPress website and combining this with one source of truth, in this case a digital merchandise master file, we can ensure consistent and accurate data is not only displayed on the DBA online catalogue, but all other major auto retailers who range their products online. This is due to the master file being exportable from the site in a format suitable to many online retailer requirements.

This includes product specs, features, product and promotional imagery and installation videos to name a few.

The previous online catalogue, which was presented via an iframe, provided no ability for analytics or conversion tracking. With full E-commerce functionality and landing pages for each SKU, DBA can now track the user’s journey including identifying which products get the most views and many other valuable insights which can guide its digital marketing strategy.

Finally, while a master file is the source of truth for this particular project, the ability to implement a CRM as the data source in the future was carefully considered in order to provide live inventory and pricing in the catalogue. While this hasn’t yet been implemented on the DBA project, further enhancement to reach full e-commerce functionality is now possible with a small amount of additional development.


Search functionality

With both the end consumer and trade customer in mind, the entry form requirements needed to cater to various stakeholder needs.

Answering up to seven questions about a vehicle in order to prompt a search may not be achievable for users with limited automotive knowledge. In order to remove these barriers and allow easy access to parts, REGO search is the primary entry point into the catalogue. Additional search fields such as VIN and Cross Reference are key supplementary search mechanisms for trade users, such as mechanics.


Geolocation

With both the end consumer and trade customer in mind, the entry form requirements needed to cater to various stakeholder needs.

Answering up to seven questions about a vehicle in order to prompt a search may not be achievable for users with limited automotive knowledge. In order to remove these barriers and allow easy access to parts, REGO search is the primary entry point into the catalogue. Additional search fields such as VIN and Cross Reference are key supplementary search mechanisms for trade users, such as mechanics.


E-Commerce Functionality

With both the end consumer and trade customer in mind, the entry form requirements needed to cater to various stakeholder needs.

Answering up to seven questions about a vehicle in order to prompt a search may not be achievable for users with limited automotive knowledge. In order to remove these barriers and allow easy access to parts, REGO search is the primary entry point into the catalogue. Additional search fields such as VIN and Cross Reference are key supplementary search mechanisms for trade users, such as mechanics.