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Five Star Race Car Bodies

E-Commerce | UX Strategy | Website Development

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Five Star Race Car Bodies is the industry leading manufacturer of advanced composites, polycarbonate windows, and thermoformed plastics. Its technologies are born from the tight-tolerance, high performance world of auto racing, making it the leader in developing lighter and stronger automotive exterior components for all forms of motorsports. 

B2B Company Successfully Implements E-Commerce to Service Customers and Distributors

When the team at Five Star first reached out to Northwoods, they were solely looking to migrate their website to a different CMS. However, after getting to know their new digital BFFs and gaining some honest feedback, they decided to follow Northwoods’ expert advice and take their site to the next level. The project evolved into a digital strategy and development of a new e-commerce website that would help Five Star grow sales and build stronger relationships with its network of dealers.

The Situation

  • Five Star needed a new, mobile-friendly website that could serve online customers as well as distributors with custom pricing and discounts on a complex range of products.
  • Users found the previous site to be cluttered, slow, and difficult to navigate, with incomplete product details.
  • The existing e-commerce setup was not intuitive, and Five Star was losing business as a result. 
  • Dealers were frequently reaching out to sales reps rather than using the website for product information and ordering, because the information they found there was not always helpful.

The Solution

  • Using data drawn from stakeholder surveys and competitive analysis, Northwoods experts crafted a digital strategy to guide the website redesign.
  • The result is a new site featuring intuitive navigation, expanded product information, and an enhanced shopping experience that takes full advantage of Five Star’s compelling photography and bold visual assets.
  • Simplified navigation means additional opportunities for users to drill down to the products that interest them most without being overwhelmed by too many options.

The Outcome

  • Five Star Race Car Bodies now has a highly designed website that emphasizes their brand, solves for a range of problems, and offers both e-commerce and B2B capabilities.
  • Users can rely on a robust site that lets them configure products with several variants and build out full product packages rather than referencing paper catalogs.
  • An added dealer portal encourages online ordering and frees up time for internal sales teams.

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