Chrome World Website Project
Josh Zervakos, CEO of Chrome World in Selbyville, operates a brick and mortar retail store for motorcycle and ATV parts and accessories. His business depends on being able to order from three major national distributors who ship parts from more than 20 warehouses throughout the United States. Customers can place orders directly through his website, buy from the store or ask Chrome World staff to place orders.
When Mr. Zervakos approached Fine Line, his existing website was not ranking well in searches, did not display properly on mobile devices and required time-consuming manual updating of information on parts. But his most critical problem was an inability to access all available parts at three major distributors selling parts for the 3,000-plus bikes/ATVs he supports.
“The problem was that it’s hard to create the millions of categories required to enable searching for all those parts for every year, make and model bike,” said Mr. Zervakos.
Fine Line developed that search capability and automated the process so data is always up to date without manual intervention. They also embedded functionality to permit direct online ordering from the warehouse closest to the customer, tell the customer where it’s coming from, calculate appropriate costs (including sales tax and profit) and provide tracking.
(Previous efforts to create an e-commerce system) didn’t even come close. With the help of Fine Line we’re now up to 500 orders a day and we are expecting that to jump to thousands of orders a day by next summer. We would not have been able to do it without them
-- Josh Zervakos, CEO
Chrome World had in place multiple administrative systems that needed to more efficiently talk to each other. Also, the new site had to display and function well on all devices (mobile-friendly) and be powerful enough to automatically maintain up-to-date pricing, availability, and shipping information on more than 250,000 parts and accessories. The old site was slow and able to display only a fraction of the parts available. Updates were done manually.
Fine Line integrated leading e-commerce platform Magento and custom application program interfaces (API), with the software Chrome World uses to manage its business (ERP). This enabled Chrome World to plug data retrieved from distributors – such as inventory and order status - directly into its own management software. Fine Line also created custom filters for this data so Chrome World’s customers could specify year, make, model of a particular bike or ATV and see only parts for that vehicle.
With such a large volume of data, no single solution seemed to be powerful enough to make managing the products easy. Fine Line focused on usability by creating a custom administration interface that does data manipulation based on the client’s unique requirements. We worked closely with Chrome World to develop a seamless interface that enables managing parts ordering and in-house tracking.
The problem was that it’s hard to create the millions of categories required to enable searching for all those parts for every year, make and model bike.
- Mr. Zervakos.
While the complexity and power of the site is necessary for Chrome World to offer comprehensive service to its customers, it was just as important to make searching simple and reliable on all devices. Fine Line employed modern responsive layout practices based on Bootstrap.
Fine Line works closely with Chrome World to identify customer preferences so marketing materials can be tailored to their needs. We also monitor buying trends and advise Chrome World on appropriate sales strategies.
Chrome world is now able to manage more than 60,000 products for over 3,000 bikes in a secure and easy to use administrative interface. These products are updated across the site as distributors supply new product information. There has been a measurable increase in customer satisfaction and conversions. While the site is preforming much better in search results, Fine Line continues to work closely with Chrome world to increase their ranking and orders.
I sit down with them, tell them what I want and they say, ‘Okay’ and they charge me an hourly rate. It’s been significantly cheaper and everybody gets what they want compared to a contract where when I add something it gets added to the price. With Fine Line, I just have to make a phone call and say, ‘I don’t like it this way,’ and they say, ‘no problem.’
- Mr. Zervakos.