Chaparral Motorsports deploys upgraded website


Chaparral Motorsports launched a multifunctional eCommerce website this month.

Chaparral wanted to expand the reach of its brick-and-mortar store in San Bernardino, Calif., which sells Honda, Yamaha, Kawasaki, KTM, Kymco, Suzuki, Can-Am, and Polaris ATV's and motorcycles and PG&A. It was also important that the online presence reflect the unique qualities of the store, draws riders from all over the country.

Chaparral enlisted Sarasota, Fla.-based MethodFactory, a Microsoft Gold Partner to create the new web site, built on Microsoft Commerce Server 2009. The site lets the dealership efficiently managing every aspect of online sales, marketing, and order fulfillment in house.

Chaparral’s customers are educated buyers who want to shop by their motorcycle type, find detailed images, sizing charts for riding gear, videos explaining features and benefits, warranty information and other product-related documents to help inform their purchases. The new site lets the team upload and manage all of those elements, according to Method Factory. The new site also has a streamlined checkout process with alternate forms of payment options, including PayPal.

Chaparral estimated that with its previous website, the business was losing about 30% of its online business to abandoned carts or incomplete transactions, and they expect to recover that over the next year with the more user-friendly website. Chaparral also expects the percentage of new online shoppers to represent 65-70% of all traffic to the site from its previous 55%.

Microsoft Commerce Server 2009 provides a guided shopping experience that takes the user step-by-step from the virtual shopping floor to checkout by offering a robust home page, category browse, search/filter, product description/details, shopping cart and checkout. The project included a Sitefinity content management system, and real-time integration with Dynamics NAV and LS Retail POS system that Chaparral was using.

“MethodFactory’s knowledge of eCommerce business made them the best choice for Chaparral,” says Crystal Ashby, marketing director, Chaparral Motorsports. “They were able to satisfy our concerns and create solutions for Chaparral that made sense for our business.”

Posted by Holly Wagner