Brisa, the leader of the Turkish tire industry, has been a joint venture of Sabancı Holding and Bridgestone Corporation since 1988. With mainly the Bridgestone and Lassa branded products in their portfolio, the company provides safety and comfort to the drivers for every road types and different needs.
As the pioneer implementation of Brisa, lastik.com.tr was initiated in 2011 and it was the first online store in the Turkish tire market. The project, which set out to facilitate the lives of drivers, offers the opportunity to easily search and purchase tires online. In the second half of 2018, lastik.com.tr needed to stabilize its infrastructure and increase search results visibility. In order to take the brand to the next level and increase the usage among the target audience, an overall successful omnichannel strategy was required.
Lastik.com.tr started to work with Inveon GrowthLab to increase the performance of its digital activities and to get the best out of their online shop. Our digital growth management service GrowthLab enhanced the brand’s performance significantly during our collaboration.
The remarkable increase in the performance of lastik.com.tr through collaborative work with Inveon GrowthLab!
As soon as our team started working with the brand, we created detailed analyses based on data and the existing structure. Subsequently, as a beginning, we offered solutions by determining areas open to improvement without making any budgetary increase. A comprehensive user experience analysis was completed and optimized in parallel with the brand targets to improve the user experience on the website.
Accordingly, the GrowthLab team made front end adjustments to increase the conversion rate and traffic. Some featured improvements were also executed in the cart and payment steps to improve the user experience.
In addition to the active use of the call center, only with these effective arrangements, there was a significant increase in traffic and therefore the number of incoming customer calls in a very short period. The number of orders increased by 88% at the end of May 2020 compared to April 2020, without a significant budget change.
How did it happen?
Our team worked intensively in every field to carry these results further and boost brand performance. The offline strategies were supported by elaborative online targeting and remarketing. Targeting was executed based on instant customer behavior and people who are likely to prefer lastik.com.tr services with hyper-local ads and strategies. Moreover, with the effective use of marketing automation tools, we increased the return on investment from the remarketing effort. Thus, outstanding results are achieved with the arrangements that improve the campaign set-ups, 3rd party integrations, and customer experience.
With all these strategic efforts followed by a well-implemented budget, the collaboration of lastik.com.tr with Inveon resulted in fulfilling results.
Between May 1, 2020 and Nov 30, 2020:
- 87% increase in the number of orders compared to the previous period.
- Traffic increased by 134% compared to the previous period.
- Over 100% uplift in the purchase value*
- 72% increase in the number of customers entering the sales funnel**
- 2020 sales target of the brand achieved in October.
*Purchase Value = # of orders / # of people adding items to the cart. Also explained as the order completion rate of those who add products to their basket.
**People who add items to their basket.
Deniz Bilge, Brisa E-Commerce B2B Sales Manager, describes the collaborative work with Inveon as follows;
“Inveon has adopted to Brisa culture quite easily and in a very short time, both teams started to work as they are a single team. Upon this base, having a solid plan and skills to implement it week by week had brought success as a natural outcome.”
Offering free and on-site assembly options for the products you purchase, lastik.com.tr continues to stand by the consumer under pandemic conditions and to offer a smooth shopping journey.
