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Stock Locator

The e-commerce platform known as Stock Locator enables CUPRA and SEAT customers to conveniently locate new and pre-owned cars that are currently in stock via the brands' respective websites.

Project overview

The Stock Locator tool simplifies the process of locating new and pre-owned in-stock cars with a filter system that lets users refine their search by model, price, engine, color or distance.

Each listing includes a comprehensive gallery of images and information about the car model, price, and environmental credentials to help users make informed decisions.

After selecting a desired car, users can visit its product page to access all the specific information related to the vehicle, and can share the offer, contact the dealer or explore relevant accessories.

Design process

One product,
two flavours.

We aimed to create a unified digital tool for CUPRA and SEAT. Despite separate front-ends, we needed a common backend.

With these constraints, we focused on understanding stock car buyers and their needs.

And suddenly
everything changed

The chip shortage and pandemic disrupted vehicle availability and buying habits, forcing a rapid shift to online car shopping.

We dedicated significant effort to finding ways to replicate the in-person dealership experience on the web.

Given these challenges, we worked on defining the value propositions of this tool across three key dimensions: strategy, business, and user experience.

The value proposition

Business

  • -> Generate high-quality leads for CUPRA and SEAT experts to facilitate the purchase of in-stock new vehicles.
  • -> Facilitate vehicle reservations.
  • -> Drive direct traffic to CUPRA and SEAT dealerships.
  • -> Enhance profitability through the sale of on-hand vehicle inventory (instead of storing them).
  • -> Streamline the acquisition and online rental of new in-stock vehicles.

Strategy

  • -> Get positioned as the best online enviroment where potential buyers of a vehicle can find out about the advantges of acquiring or hiring a new vehicle in stock.
  • -> Get established as the main aixis of the experience of searching for information and contacting the right expert, about a new vehicle in stock.
  • -> Get positioned as the most useful platform for hiring and acquiring new vehicles in stock online for the brand within the sector.
  • -> Become a benchmark within the sector.

People

  • -> Generate quality contacts to CUPRA & SEAT experts for the purchase of new vehicles in stock.
  • -> Generate vehicle reservations.
  • -> Generate direct traffic to CUPRA & SEAT dealers.
  • -> Improve the profitability by selling stock cars (and not having them in campas).
  • -> Acquisition and online hiring of new stock vehicles.

The listing:
search and select

The results page lists available cars, with user-friendly filters. Countries can customize filter order. Fast page loads, quick search, and user click tracking boost success.

Product page:
experiencing the product

Our product page offers detailed model info. Extensive research guided design for online car buying. Aims to replace in-person dealership visits with detailed info for informed online purchases.

Note: Some users still prefer a mix of digital and physical experiences before making a purchase decision.

CUPRA Australia

CUPRA entered Australia in 2022, using stock vehicles based on modified SEAT designs for online sales. Challenges included distance, delivery times, and brand unfamiliarity in the Australian market, which were vital to address for a successful launch.

Impact

Referals

Special mention in the Annual Report of the company for the year 2022 (p65) ->

See it live

SEAT version

CUPRA version