Redefining the experience for the Ultimate Dash Cam

Client profile

Dash Cams, as a sector, have seen huge growth in the last few years. The incentive for the consumer is their ability to act as a drivers’ independent witness on the road, proving culpability in an accident. As a result, equipping a vehicle with a Dash Cam can result in savings on motor insurance.

Nextbase is the world’s largest manufacturer and a market leader in the industry, with an 83% market share in Dash Cams in the UK. Pioneers in the industry, Nextbase has been recognised by Which? in multiple Best Buy awards alongside accolades from T3, Honest John, Auto Express, the Sunday Times and The Independent.

Well known for their technical firsts and patented technology, they were the world’s first in equipping their Dash Cams with emergency response, capable of alerting paramedics to a drivers’ location, and providing information on medical history and blood type in the event of an accident. They are also responsible for the National Dash Cam Safety Portal, a not-for-profit initiative to help motorists report serious road incidents directly to UK police forces using Dash Cam video as evidence.

Client’s challenge

Nextbase approached us in 2019 after becoming increasingly frustrated with the lack of flexibility and agility in their existing WordPress site. We were commissioned to deliver a marketing-led website featuring Ecommerce for their global site covering 13 countries across the UK, North America, Europe and Australasia.

Midway through the initial project delivery, the scope transitioned to a predominantly Direct to Consumer (D2C) Ecommerce site to enable the company to react to the impact of COVID. The effect of national lockdowns on a fast-paced consumer tech sector that had traditionally relied heavily on sales in high street retailers meant that the industry was now becoming increasingly reliant on online sales and support.

Carbon Six Digital’s solution

Our solution for Nextbase was a multi-regional, multilingual and multi-currency content rich Ecommerce platform with Umbraco at its core, integrated with best of breed tools for:

Ecommerce
Translation
Payment
Tax compliance
Reporting
Marketing automation
Shipping fulfilment

Together these enabled Nextbase to support site visitors during the entire customer journey, from educating new customers with a Product Selector Tool, selling Direct to Customer (D2C), and providing customer service post-sale.

By combining Umbraco and Vendr we were able to design an Ecommerce experience to create product pages featuring rich content, video and interactive 3D product models.

We extended Vendr and Umbraco with:

a Product Comparison tool demonstrating the key differences between products;
a Product Selector tool, which gathers user requirements to recommend the best product; and
a Dynamic Bundling Tool enabling customers to choose from a selection of compatible products, accessories and add-on services such as installation and product warranty. This feature alone is now responsible for over half of all orders on the site.

These features have led to both increased sales conversion rates and average order value.

Nextbase strives to improve customer experience and continuously develop new features and dynamic upgrades. Custom integrations were inevitably necessary, and we worked closely with partners such as Outfield to deliver new functionality. These included interest free credit through Klarna, and integrations with fulfilment companies to ship products and enable customers to book product installations.

Integration with Hubspot Marketing Professional using the Hubspot Ecommerce Bridge has enabled the site to synchronise:

From Umbraco: Product and Price data at the point of publication, and Membership data at the point of registration; and
From Vendr: Order information throughout the shopping and checkout process.

Together, these provide a data rich platform upon which complex marketing automation campaigns can be created, from abandoned cart emails to pro-active support upon successful sale of a product.

Post-sale customer service was also improved by integrating CRM software with Zendesk Knowledge Base articles in the Examine search database, providing a single search spanning multiple systems, backed up with online chat embedded at key points on the site.

Integration with Google Analytics, Hubspot Marketing Suite, Hotjar and GTMetrix provide rich usage analytics, and reporting is unified in PowerBI bringing together sales information from Vendr with detailed data from Google Analytics.

Resilient, scalable load-balanced hosting using Azure was commissioned to ensure optimum application responsiveness and availability.