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The Independent Automotive Aftermarket Federation

Ring invests five-figure sum to improve online customer experience

Date: 02-Oct-2018

Ring, one of the UK’s leading lighting and automotive aftermarket suppliers, has invested over £30,000 in its new website to showcase its updated branding across all product lines, while also improving the customer experience for visitors in the UK and overseas. 

Placing a clear emphasis on the content that visitors can access, the brand has created a platform that is intuitive, informative and responsive. 

Adapting to meet with the needs of a growing international audience, as well as providing details in English, the brand will launch full German and French sites in the autumn and will use a language detector to respond to the user’s browser. This will then provide downloadable brochures and relevant marketing materials in the customer’s native language, rather than them having to rely on information that appears in English only. 

It is hoped that through additional functionality, including making the site responsive to mobile, sharing video content and improved navigation, it will increase the dwell time of each person accessing the site as they are able to find what they are looking for in fewer clicks per visit. 

Launched in time for Automechanika, phase one of the site will neatly align with the roll out of the new rebrand that is now evident across all product lines. 

Communications Manager for Ring, Louise French, comments: “Like many businesses, we are aware that customers access our site on a regular basis, so we wanted to ensure that our focus on delivering excellent service was reflective across all touch points. It’s no good having market leading products in place if you aren’t going to ensure the customer experience is consistent across all platforms and at every stage of the customer journey. 

The updates to the website are the first in a phased programme of activity that will run throughout the year to support the brands online presence and its approach to digital engagement with customers, suppliers and stakeholders.

The investment in the website reiterates the brands commitment to the UK market and its overseas exports. It also builds on recent news that confirmed a £294,000 capital injection to support the company’s Quality Assurance Facility and Future Technologies Unit at its head office in Leeds.  

As one of the only companies in the market to have leading testing equipment that it uses as standard across its range, Ring is able to retain the quality of its products and implement its own comparative tests with competitors. 

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