The Client

Desira Group Plc is recognised, acknowledged and respected as a key and influential player in the UK Motor Industry with nearly 20 locations across Norfolk, Suffolk and North London.

The Brief

Although relatively successful the existing Desira site was falling short in a number of areas.

•The manufacturers of the franchises held by Desira were stipulating conformity with corporate and brand guidelines
•The site did not integrate to a sufficient level with Desira’s internal systems
•The site’s content had long outgrown the information architecture utilised

Affinity were charged with designing and developing a new site to meet these objectives and provide a platform for future expansion.

Our Approach

Not only did the main site need to be simple to use but each of the manufacturer areas (4 at point of launch) required their own look & feel and navigation structure. Corporate guidelines were considered when designing these areas.

The client is provided with content management throughout the site including management of flash banners and signpost panels.

A daily feed is taken from Desira’s internal stock control system (Kerridge) to populate the used car stock and ensure it is up to date.

Custom exports have been built to provide the client an easy route to migrate content to other advertising site (Ebay etc.)

Creativity & Design

In the fast moving automotive sector it is paramount to allow the client to be able to market messages through simple to use content management. Affinity worked closely with the client to ensure that the design of the site allowed for multiple messages to be communicated within the template. The utilisation of content managed flash banners allows the client to keep the site fresh and relevant with minimal resource required.

The Results

Since launch the site has been a great success and continually acts as the highest performing source of lead generation for the group.