An exemplary Automotive CMS
Build a solid brand identity via dealer websites.
Description of the CMS Automotive SolutionAuto CMS is a high quality bespoke web-based solution designed using the .NET technology which allows for generation and publishing websites according to the global brand identity of a company. The main advantage of the system is the ability to easily create and duplicate sites based on a top-down graphic template, resulting from the strict attention to the brand. From the producer's point of view - this provides full control over the brand and the way it is communicated. For the local dealers - Auto CMS is a tool that helps them out to act according to the brand book and - at the same time - allows them to run communication adapted to their individual offer and their client's needs.
The process of website editing is very simple and designed with users without vast technical expertise in mind. Most components are edited directly on the site, in accordance to the WYSIWYG approach (“What You See Is What You Get”).
A set of templates can be created and monitored at the corporate headquarters level, so that on the global scale (or from the perspective of an entire dealership or franchising network), the highest level of coherence of the brand communication is ensured. The level of implementation and the control of identity guidelines may differ depending on the relevant needs. For instance, Auto CMS may contain only a repository of visual templates, but by using the system one may also create and store entire collections of materials, photos and developed content. This makes it possible for individual locations to download centrally-prepared content and modify it according to their own needs, but always in line with the guidelines.
Notable Auto CMS system featuresThe latest and currently available version of Auto CMS allows for the building of websites using the RWD (Responsive Web Design) paradigm. RWD ensures the correct displaying of a site on all types of devices (desktop computers, tablets, smartphones) whilst preserving the highest standards of User Experience. What’s more, Auto CMS has been recently enriched with the FSPP (Future Site Product Page) module, which further enhances the attractiveness of the presented content. Instead of classic links redirecting to particular sections or car model descriptions, the content of a link is already presented on the site in the form of clickable fields, providing interesting visuals as well as inviting Call to Action.
The Auto CMS solution is also equipped with additional modules, which provide the following functionalities:
Dealer locator module
This tool allows for the organisation and mapping of dealerships and subsequently presenting them on Google Maps. This functionality is connected with a template in Auto CMS which automatically obtains data from a given location. The user may then easily find dealerships on a map and - using the “my location” option – display phone numbers, e-mail addresses and navigation directions.
Webform and database system
This fully adaptable module is used for the creation of advanced ‘step-by-step’ forms. The author may create forms using a whole range of fields, create standardised acknowledgements, as well as define the target system (integrated with particular form management solutions), which then receives a “JSON post” with filled-in data. This module also provides a database of captured leads and allows users to manage them using a simple interface.
3D Car Visualiser
This is a module which allows for the displaying of 3D visualisations of cars, together with centrally prepared data stored in the cache memory. Apart from its web-based implementation, the module may be transformed into an iPad application which can be used offline, for example by salesmen at a dealership.
Semantic search engine - Search Insight
The standard search engine used on most websites analyses inputted phrases as a string of data entered into the search box and then returns search results that represent pages containing phrases that match the original query. The problem is that with this standard approach the search results may not include the pages concerning the query only because their content does not include the query phrase. For example, with the classic search applied, when posting a word „safety” as a query, the earliest results list served will provide us with the pages that directly include the word safety.
Utilising a semantic approach instead provides the capacity to “understand” the intent of the user looking for information on a given page. Search Insight “analyses” what information the user is looking for and presents relevant results to them in a clear way. With this approach, introducing the phrase „safety” in the search box will provide us with search results including this phrase as well as the pages with the information concerning safety (e. g. safety systems: ABS, ECS, etc.)
A major advantage of the semantic search engine may be the feature of assigning search results to thematic groups. From this approach, the user receives information in a logical and transparent manner that can be divided by general information, technical data, customer service issues, sales offers et cetera.
The Search Insight administration module also allows users to promote pages in the search results list and create synonyms for words ontologies – sometimes practically irrelevant but linked by applying them in, for example, a common promo communication. To give an example, if a given vehicle model is advertised by a celebrity, than their name might be set up as a synonym for the model. In practice, this means that when entering the celebrity’s name in the search engine, we will be provided with search results also including the name of the car advertised by them.
Websites based on the Auto CMS are used by the Renault-Nissan Alliance in over 80 countries around the world and supports the brands of Renault and Dacia.
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