Chaparral Motorsports is one of the largest motorcycle parts and accessories dealerships in the world. Their one-of-a-kind retail store is a destination for motorcycle enthusiasts from all over the country, and they were looking for a way to make their online store reflect this uniqueness. As one of the largest Motorcycle parts and accessories dealerships in the world, they had a plethora of content to manage on their eCommerce site and needed a CMS system that was scalable and integrated with their sales, marketing and order fulfillment technologies. Their first generation website had too many constraints and did not allow for them to easily add and modify page level content such as return and exchange policies, FAQs, shipping terms and general company information.
MethodFactory met with Chaparral to define their website and Web application goals; they detailed out the page structure and determined the functionality they needed. MethodFactory recommended Sitefinity for its great, built-in functionality, extensible architecture, ease of use, application speed and cost.
The timing was crucial, as a couple years prior, Chaparral recognized a shift in the economy and how it was impacting motorcycle dealers around the country – many of whom have since gone out of business, while others were left vulnerable. With local dealerships disappearing and others struggling to stock their stores with parts and accessories, motorcycle riders would have no choice but to turn to the Web for their parts and accessories needs. Knowing that the deficiencies of their generation -1 website would hinder their ability to accomplish this, Chaparral was poised to invest in an infrastructure that would ensure growth during a recessed economy, while meeting the needs of their savvy customer base.
Chaparral uses Sitefinity to manage non-product website content, including Customer Service, Shipping Information, FAQs, and Returns & Exchanges. They also use it for their marketing and landing pages, as well as the home page. The static pages use Sitefinity’s HTML, image, Flash and streaming media modules, making it a modern, media rich website where customers can get a better ‘feel’ and view of the products – how they are constructed and what the designs look like from different angles.
The combination of Sitefinity for static content management and Commerce Server for product management makes for a comprehensive commerce solution that allows Chaparral’s staff to manage content, add pages, and controls and ultimately provides the customers with a better user experience. In addition, MethodFactory made use of multiple templates and themes to enable marketing staff to more easily manage the presentation of their content.
MethodFactory developed several custom product selection and display modules that enable a tighter integration with Microsoft Commerce Server. These include featured product display modules and a Year/Make/Model motorcycle selection module.
With Sitefinity as the core CMS platform, Chaparral now has the ability and confidence to manage their content in an open architecture environment, allowing them to remain adaptable to any changes that might be required, ensuring that website content stays up to date.
Chaparral has seen an increase to their website traffic and are now able to deliver the information their customers need as it becomes available. The implementation of Sitefinity along with Commerce Server has visibly improved staff morale, as they no longer have to struggle with a CMS and are more productive in their jobs.
With the ability for real-time content changes through Sitefinity, customer service has improved a great deal. The use of Sitefinity has helped to mitigate any guess work and questioning on the part of the customer regarding shipping, return and exchange policies, etc., because the information on the website now represents in real-time valuable customer and company information.
“MethodFactory’s knowledge of eCommerce business made them the best choice for Chaparral. They were able to satisfy our concerns and create a solution for Chaparral that made sense for our business; their recommendation of Sitefinity as our CMS is an integral part of that solution,” says Crystal Ashby, Marketing Director at Chaparral Motorsports.