The Cockram family can trace its automotive retailing history back over three generations, from when Bill Cockram opened a used vehicle sale yard at his home on Dacre Street, Christchurch back in 1940. Son Gary Cockram started Gary Cockram Ltd in the 1970s, later joined by grandson Dougal, and together they have overseen a period of significant expansion to build what is today a leader in the New Zealand motor vehicle industry.
Heavily leveraging this long family history and a near fanatical dedication to serving their customers, we were tasked with driving a new level of digital performance while putting a fresh spin on this crowded, competitive sector.
The automotive market place can be a busy and cluttered space, so a clean and clear approach was taken to display the navigational hierarchy and product information in an easy to consume and digestible manner. Whilst feeding the user's visual appetite, we needed to be sure all relevant information was presented in an intuitive way as the target audience could be broad and encompassing, young and old.
The reimagined website needed to be easy to use, and have clear calls to action that spoke with an inclusive, supportive and uncomplicated tone of voice. The new platform needed to deliver dynamic aspirational imagery and provide detailed technical specifications in a manner that was not intimidating, but instead gave confidence and raised understanding, appetite and excitement to book a test drive.
Under the hood, we delivered a robust digital platform which enabled and supported all business functions and content editors to operate collaboratively, with the adaptability and flexibility to create content pages and service all aspects of site autonomously and with confidence.
Technically too, the website needed to seamlessly consume multiple third-party API data sources for used cars sales, after sales parts and car servicing schedules - all presented in an easily digestible and accessible way regardless of a user’s digital fluency.
The project from start to completion was a pleasure to work on and a privilege to be involved with, particularly when both parties shared common values toward their client relationships.
Browsing the full Gary Cockram forecourt of Hyundai and Isuzi vehicles from the comfort of your sofa, prepares and provides the target audience with the information they require before they commence the task of purchasing a new car. Our over arching proposition for the site was for it to be the platform for both Gary Cockram and customer to begin their conversation. Meeting both supply and demand needs where client can promote their current fleet 24/7/365 and consumer can view availability and detail; we created a solution that supports the physical forecourt in a usable, honest, approachable manner.
Tabbed vehicle specification panels collate and present digestible amounts of information to the user, providing insight and perspective as to what makes each vehicle the standout choice for their needs. The use of this traditional web pattern means that users didn't need to learn how to use the site, but instead allows them to interact with primary content intuitively and with confidence.
Colour as a preference can influence your buying decisions, therefore it was important that we were able to provide functionality that enabled the client to present all vehicles in all colours. Fully configurable colour swatches allow the user to view their preferred vehicle in available standard paint finishes.
As well as displaying all available Hyundai and Isuzu marque vehicles, the site required the integration of a dynamic API feed to surface all used vehicles across the Cockram network. To achieve this, we integrated the Famis 2000 API feed displaying vehicle details, specifications and photography while retaining the visual integrity of the site. Users are able to filter and search the database of used vehicles across multiple criteria.