CARRERA – ISN’T THAT A CAR?
Yes and no. Carrera has a long history full of horse-power. Besides Porsche Carrera, Carrera go and Carrera sunglasses, the brands’ beauty roster was not very well known. Yet. In 2015, Carrera completely redesigned its grooming and styling products to fit the brands racing genes: Hair dryers were equiped with high tech turbines, shavers with racing sports materials like ceramic blades for ultra strong endurance. At the same time, Carrera asked yoocon to rethink their online presence and create an online shopping experience which embodies this very genetic brand uplift. This corporate relaunch would become the core of the new communication strategy.
Fast, Faster, Carrera
Having redesigned the entire new product roster from scratch in less than a year, and facing a break-neck, fast iterating competitive market, Carrera urged us to relaunch the brand as soon as possible to keep the time to market as short as possible and hence ensuring the best possible impact. Hence we came up with a two-fold relaunch strategy: In step one we relaunched the new core brand communication, and in step two we took care of the time consuming and detail driven 3D design phase and shopping experience.
Rethinking online shopping
Online shops typically follow a similar pattern: products are presented with a slideshow, a text description and a purchase button – Boring. We figured, carrera’s high end products deserved a way more vivid and impressive product experience. We wanted to provide an almost hands-on feeling and experience of the products. So we rebuilt and animated all products in 3D with an extra portion of love to the detail. The result was really impressive and felt like almost like holding the products in ones own hands.
Technically, this approach was a proper challange. No existing shopping system would support the special and complex features we required. So we needed a shop system, that was capable rendering this high end interface without having to bridge to a seperate shopping site. Instead we wanted to incorporate a seamless transition from experiencing the product to the shopping experience: Create desire and purchase within one interface - hence losing the least traction possible.
Built to last technology
yoocon built a brand new shop environment, that connects the frontend shop interface right away with Carreras merchandise planning and control system SAP Business one. Also two different call centers were provided with a fast access interface to track and manage customer processes. Through this completely from scratch engineerd strategy, the results proved impressive and tracking figures suggest a successfull launch: People spend almost 4 minutes on this shopping site – on average! And even better proved the e commerce conversion, which outperformed the average eccr in germany by 224%.