travall website before and after

WDA has just launched a brand new e-commerce website for Travall – an Original Quality manufacturer of vehicle-specific products made famous by their flagship Travall Guard within the dog market. The new Magento 2 website has initially been launched within the US market with a plan to roll out the new platform across 14 other countries – including Travall’s core UK and German markets.

travall guard landing page

Shaking up the Automotive Accessories market!

The new website is part of a wider brand driven strategy devised by WDA, with the goal of reinforcing Travall’s position as the market leader. An important part of this was to re-position the Travall brand proposition and move away from pure product related function, features and facts – and realign instead with the customers strong emotive motivations based around the products delivering a real lifestyle benefit.

“WDA worked with Travall in its early days, helping to develop the original brand positioning and visual identity”, says WDA’s Lee Waterhouse. “When we were re-engaged it was clear that the brand advantage needed to be brought back to the fore to better connect with our audience. With competition entering the marketplace, Travall’s emotive and aspirational brand benefits preserve the premium image – delivering added value to the customer and helping avoid comparison with commodity products and the much lower priced universals.”

travall divider webpage

A customer driven solution

The new site is the result of a customer driven approach which involved extensive market research and customer journey planning, all the way through from off site brand awareness and perception, to acquisition, on-site conversion and retention. The new travall.com has been designed to be a much cleaner and more navigable site which delivers a more enjoyable shopping experience and better reflects the premium brand that Travall represents.

Travall’s previous US e-commerce solution was Drupal based but was felt by the client to have reached the end of its development cycle. Apart from the platform itself being outdated, it had a poor UI/UX and mobile experience and had become very dated both in design and functionality.

Travall’s new site has been designed and developed around Magento 2, an open-source PHP based e-commerce powerhouse. Highly responsive and search engine friendly, Magento 2 offered unmatched flexibility in terms of control and management of content, functionality and layout.

travall

Apart from the many ‘out of the box’ features, WDA added value to the customer’s online journey through improved UX/UI by implementing a custom vehicle selector. As Travall’s products are all vehicle-specific this functionality was critical in delivering a clearer and more fluid selection process, with the aim of making buying both easier and more accurate to minimise returns.

Full digital support

In addition to launching the new travall.com website WDA delivers full spectrum digital marketing support and management for all of the brands core markets, with a firm focus on improving engagement and sales. This includes specialist PPC on Google and Bing, content writing and marketing including managing the Travall blog, Social Media management and paid advertising, Search Engine Optimisation, Influencer Marketing and outreach.

More information will be coming soon. Stay tuned!

WDA are pleased to announce a major rebrand for Travall this month, with the new identity set to roll out across various media during 2011.

Travall is the Automotive aftermarket division of ASG Group Limited. Operating from its own dedicated facility, Travall creates a wide range of vehicle and leisure accessories such as dog guards, load separators, vehicle side pipes and waterproof seat covers. The recent rapid growth of the business can be credited largely to the drive and vision of Commercial Manager Paul Rowden and his team. Paul identified the need to create new partnerships with specialist suppliers to fast track his plans to make Travall a key global brand within the automotive accessory market – WDA being drafted in to assist with the marketing, branding and design components of the project.

“With Travall we have created a brand which focusses very much on the lifestyle its products facilitate, rather than how they function.” commented WDA Marketing Director Patrick Chapman. “As they say “Life is a journey, not a destination” And, if life is a journey, it makes sense to focus on the enjoyment the customer can get out of it. Lots of Travalls products are quite utilitarian, many are safety orientated. Whilst many drivers will understand the sense in investing in such products, they are not always strongly desired being more a ‘head’ than ‘heart’ purchase. One of Travalls flagship lines is a good example of this. Dog guards are effectively steel cages for dogs, designed to protect the interior of a vehicle; and preserve the safety of both occupants and animals in the event of a collision. So instead of focussing on these things instead we emphasise the scenarios the guard enables –  Dog and owner enjoying the countryside, having both arrived safe and sound, the pet relaxed and fresh; the vehicle clean and tidy.”

Enjoy the journey

In addition to creating the brand WDA have also developed the visual identity and will collaborate with Head of Design and Marketing Mat Fern to roll out the Travall message across an integrated mix of media and communications as well as identifying opportunities in ‘uncontested market space’ not being used by competitors.

In Travall we have created a brand for ALL life’s journeys, whatever the customers vehicle, whatever their driving style. The new positioning ‘Enjoy the journey’ gives Travall the foundation to diversify out from its current product ranges into many other areas in the future. Travall is a brand WDA are really excited about and feel it is now perfectly positioned to make a real impact in the marketplace – watch this space.

New website launching soon: www.travall.com

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