Flying Spares
International B2B Magento Hyvä Theme site, with 240k catalogue, Khaos Control integration and digital marketing.
Background
Flying Spares approached magic42 to replatform their eCommerce site, having not made the progress and innovation they wanted from their existing agency. We helped Flying Spares migrate their catalogue of parts for historic British car marques to a modern, fast site using Magento Open Source and Hyvä. Since then, we continue to support their growth with tailored integrations and marketing.
magic42 have been brilliant from the very start of our challenging migration... I would not hesitate to recommend magic42 to any business looking to improve their website in any way.
The solution
Search & discovery
- Evaluated and selected Doofinder to address customer frustration with poor search results, particularly around partial part numbers and model compatibility confusion
- Delivered lightning-fast results across the huge catalogue with autocomplete, handling of misspellings and synonyms
- Promoted technical guides and categories alongside products in search results
Part enquiries
- We worked with Flying Spares to understand that many customers required a human interaction to confirm parts were correct, particularly for higher-value items and to learn more about condition or suitability
- Put in place an enquiry journey on product pages rather than forcing customers to the contact page where they couldn't easily reference the part number
- This eliminated back and forth with the sales team, as they knew exactly what the customer had been looking at
Superseded parts
- Created a solution for parts no longer available, with clear messaging signposting customers to replacement parts
- This was important as old parts couldn't be removed from the website due to the high volume of searches in Google and on-site for these model numbers
Product comparison
- Built a comparison feature between genuine, aftermarket and recycled parts
- Clear warranty, lead times and price comparisons
- Offered the ability to increase margins by nudging customers towards substitutes
Global shipping
- Set up ShipperHQ for global shipping cost lookup based on weights and product groups
- Delivered real-time shipping calculations and surcharges in the checkout
Google Shopping
- Configured a subset of products to be sent to Google Shopping with appended product data to ensure traffic quality
- Avoided wastage on advertising spend for people looking for generic car parts
- Put measurement of enquiries, contacts, and transactions in place to track ROI
My garage
- Built a My Garage feature allowing visitors to store their cars against their account, making it easier to navigate to compatible parts
- Speeds up repeat purchases through personalisation
- Linked customer data to Klaviyo to build segments to target with the right products and promotions
Part finder
- Built a Part Finder on the homepage to speed up the navigation journey directly to the type of parts a customer is looking for
- Heatmaps show high engagement, with less reliance on the search bar
- Allows better control and curation of the user journey
US expansion
- Supported by their sales analysis and our website insights, we helped Flying Spares establish a dedicated US website through Magento's multi-site setup
- Allows a more personalised local experience for US-based customers and a presence to launch marketing activities from
New market expansion
- The flexible menu system and homepage allowed Flying Spares to pilot and then roll out Aston Martin Parts as a new offering without jeopardising their focus on Rolls-Royce and Bentley
Email marketing & automation
- Helped identify a new sales channel to capture excitement from both enthusiasts and garages
- Recommended Klaviyo for its transaction-focused capabilities with Magento
- Rolled out automated welcome flows, abandoned carts, and email capture to build a healthy, engaged customer base
SEO
- Conducted keyword research through Search Console to map target search terms to category pages
- Addressed deduplication and cannibalisation of categories and landing pages created through an automated ERP-driven category structure
- Created unique pages to increase visibility in Google, growing the number of pages indexed and clicked through to
ERP integration
- Provided ongoing Khaos Control integration support
Hyvä theme
Beautifully crafted, super fast theme developed using the Hyvä theme, a modern technology solution to replace Luma. We enhanced the site usability, so customers could find their compatible parts quicker than ever.
Khaos Control
We optimised and continue to support the connection between Magento Open Source and Khaos Control to ensure data integrity and reduce manual interventions.
Advanced search solution
We identified search as a hugely important user journey for Flying Spares' customers. The site searches over 240k products in real time, with detailed filtering and boosting algorithms to provide the best possible results.
Part finder
Car owners and garages needed a quick way to find their parts. We created a mobile friendly part finder to jump users from the homepage to the right catalogue.
Digital marketing
We optimised Flying Spares' international visibility through SEO and PPC activities. We grew their email marketing database with Klaviyo to support the initial account sign up and first order being placed.
ShipperHQ integration
We partnered with market leading delivery provider, ShipperHQ, to provide real time, global price calculations based on weight and dimensions. This enabled Flying Spares customers to select shipping options upon checkout, matching criteria set in ShipperHQ.
Contact us if you are looking to:
- Improve the sales on your existing eCommerce site
- Get fresh, innovative ideas given to you on a regular basis
- Get qualified advice about eCommerce platforms
- Migrate between platforms
- Integrate your online store with another system
Partner with us to grow your business, using our real world experience as an eCommerce retailer.
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