Powersports enthusiasts used to be notorious for their brand allegiance: they were ride or die.
But with a growing pool of options and increased access to research online, consumers are becoming more brand agnostic. This fundamental shift meant Suzuki Canada needed to reassess their marketing approach and place an increased emphasis on memorable engagement with Canadian consumers.
They began by elevating their online presence and deepening the user experience across their website. This was followed by an integrated acquisition strategy to quickly add new, enthusiastic members to the Suzuki Way of Life.
More than code.
Suzuki knew that in order to achieve successful results, they needed to engage a dynamic marketing partner that would complement their internal teams’ skill sets. Reacting to programmatic needs was and remains important - but to be truly successful, they needed an agency that would bring new perspectives and connect the dots between raw data and the actual human behaviours. As an integrated team, Suzuki gravitated towards our in-house talent that would work cohesively for the lifecycle of the project, providing a unique set of insights from our multifaceted backgrounds.
A website of this scale does not come to be overnight. We worked directly with the Suzuki Canada marketing & IT teams to develop a website strategy, site architecture, user flows, and wireframes that would deliver a seamless experience from browsing to purchase. This began with user testing, heat mapping and competitive analysis, and then was paired with cutting-edge e-commerce best practices.
We used stylescapes to develop the visual language.
This brought the Suzuki Canada marketing closely into our design process and allowed for agile brainstorming sessions and concepts to ensure the website presence perfectly articulated the unique Canadian experience while also adhering to the Suzuki Motor Co. brand guidelines.
A robust & sophisticated online experience
The Suzuki Canada website was feature-rich for the end-consumer to easily navigate, compare, purchase, or locate dealers.
Single Retail System
Find a Dealer
Build & Price
Building for management, not just for consumers.
Like many e-commerce websites, Suzuki Canada has hundreds of product models, parts, and accessories, many of which are released on a yearly basis. Making the backend easy to use was critical to keeping the information current, so we developed CSV import update functionality to keep the extensive parts & accessories up to date.
With a strong presence in Quebec, we worked closely with translators and the internal Francophone Suzuki team in our copy deck process to make it as painless as possible to curate & deliver all of the copy for the website. With clear processes for copywriting that includes briefs, organized documentation, and paired designs, we eliminated the common headaches of translations sent in email threads, missing sections, or last minute requests.
The new Suzuki website positions Canada as a leader in the Global Suzuki marketplace, and has provided significant improvement to their user experience.
Post-launch vs. previous period (July 21, 2020 - Dec 31, 2021 vs. Feb 8, 2019 - July 20, 2020)
This is just the beginning. Creating an online commerce experience like Suzuki Canada’s requires ongoing conversion rate optimization, testing, and research. We continue to work with Suzuki Canada on their broader marketing initiatives and iterate on their website experience to better serve their customers and internal team.
We enjoy working with Larche. You have an excellent team. The results we are getting are meeting and exceeding my expectations.
Bill Porter President
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