WebCitz started working with this client in 2012
- Client: Dash Tops (website offline)
- Platform: Other
- Industry: Automotive / Powersports
- Services: Digital Marketing, Ecommerce, Maintenance / Support, Web Hosting
The Challenge
Selling vehicle dashes – both OEM and aftermarket – is a data-heavy business. With hundreds of products and thousands of potential vehicle applications, the client faced a “discovery” problem. Customers didn’t want to browse; they wanted to know, “Will this fit my 1998 Chevy Tahoe?” Furthermore, the client needed to reach customers where they were already shopping (eBay) without manually managing inventory in two places.
The WebCitz Solution
WebCitz built a comprehensive sales engine that automated the complex parts of the business:
- Year/Make/Model Search Integration: We engineered a custom “Fitment” search system. This allowed customers to filter through hundreds of dashes by selecting their specific vehicle details, drastically reducing purchase friction and customer service inquiries.
- eBay Marketplace & Inventory Sync: We extended the store’s reach by listing products on eBay. Crucially, we implemented an inventory synchronization system so that when a dash sold on eBay, it was automatically deducted from the website’s stock, preventing overselling and protecting the client’s seller ratings.
- Performance Marketing (Google & Facebook Ads): We managed aggressive paid search and social campaigns. We targeted enthusiasts and owners of specific vehicle models, driving high-intent traffic directly to the relevant product pages.
- Social Audience & Email Automation: We didn’t just drive “one-off” sales; we built a brand. We established a Facebook presence and used it to grow an email marketing database. We then designed and launched drip email campaigns – automated sequences that nurtured leads, promoted new stock, and kept the brand top-of-mind for automotive restorers.
- Database Management: We handled the heavy lifting of importing and organizing data for hundreds of products, ensuring that every SKU had the correct attributes for both search filters and marketplace listings.
The Result
The partnership with Dash Tops showcased WebCitz’s ability to handle the “unseen” complexities of e-commerce. By solving the fitment search problem and automating the sync between the website and eBay, we allowed the client to focus on sourcing and fulfillment. The addition of automated email drips and targeted ads created a self-sustaining sales loop that powered the business for several successful years.
