Holt Lloyd Launch International Sites

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A global leader in the car aftercare market, Holt Lloyd’s values of quality, integrity and service remain at the core of everything they do. However, they had little digital presence to communicate these values or position their brands.

Furthermore, as they transitioned from being a product led company to a brand led company, they required a credible online brand presence that they could be proud of.

Skylab were tasked with making their digital presence an integral element of their wider marketing activity.

Skylab worked closely with Holt Lloyd to take the product brochure and launch a consumer friendly site which can be used on all devices. The proposed solution was to deliver a “brand portal template” that could be replicated for each of the Holt Lloyd brands.

Initially, four instances of the template were launched representing each of the brands to UK audiences: namely Holts; Prestone; RedEx and Simoniz; as well as their corporate presence, Holt Lloyd. This template was later replicated to represent their presence in international markets, including France and Germany.

The Holt Lloyd templated solution feature set supports their brand marketing activities, and was driven by the following needs:

Value – a template solution prevents time re-inventing the wheel for every brand, each time a new feature is created. It can be rolled out and applied to each brand with relative ease.
Quality – a template allows us to focus on delivering the best user experience and feature set within the constraints of the budget.
Administrative overhead – a template reduces administrative overhead as many aspects of the content management system are standardised.

The portals also facilitated the following overarching goals:

To establish a credible brand presence that will support wider marketing activity on an international basis.
To serve and support customers along their buying cycle through the five buying phases – need recognition, information gathering, evaluation of alternatives, purchase and post purchase.
To strike a dialogue with potential and existing customs and complement conversation occurring across social media platforms.
To generate leads, for example data capture through campaigns, brochure downloads, support requests and customer feedback.

The website redesign was undertaken to improve the functionality and usability of the website, with particular focus on easier navigation, availability of product content and more prominent national and local stockist information for customers. Through use of event tracking we were able to see which brands were performing best online.

Holts’ increased online presence is already driving traffic to retailer websites directly to the point of purchase, and is also helping to further support local specialists in driving footfall to these stockists from customer searches.

A 44% conversion rate was achieved for visitors to the Redex site continuing on to a retailer site.

In addition to the new website being easier to navigate, it is now more user friendly, splitting up the brands – Holts, Prestone, Redex and Simoniz – and providing in-depth product descriptions for all of them to educate the consumer, regardless of their level of mechanical knowledge or expertise.

Bringing Holts right into the digital age, the new sites feature video demonstrations and instructions, comprehensive search tools that will suggest appropriate products to visitors when they ask a question, as well as hints and tips from mechanical and laboratory teams.

With video playing a powerful part on the impact on a visitors choice to “buy”, the Prestone Head Gasket Engine Block Repair video, for example, has seen a conversion rate of 118.21%, and the Holts Tyreweld Demonstration video a conversion rate of 73.81%.

Ben Johnson Marketing Director, Holt Lloyd International, commented: “Skylab were recommended to us as a strategic, forward thinking agency who could help us reinvent ourselves digitally. Over the last 2 years, Skylab have become a valued partner delivering a digital presence that we are proud of with Holts now being recognized as best in class by our customers. Skylab have worked closely with our SEO partner & our digital metrics have greatly exceeded expectation. We are now looking forward to the next phase of our digital development with Skylab.”

We have just launched a new website for paint products as well as dedicated sites for the French and German markets. We are looking forward to helping Holt Lloyd develop their digital footprint further, as we enter the second phase of our long term partnership.

Do you need to get your audience active? Are you looking for tools to help increase engagement? Contact us on hello-at-studioskylab.com or Twitter at @studioskylab

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