A red Toyota SUV in a rainy parking lot

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Toyota

How can a global automotive brand convince its dealership network to use a gated website as a one-stop shop for information, communication and content? We helped Toyota meet the challenge by turning an outdated site into a robust portal filled with business-building resources.

Challenge

Toyota Wholesale Parts needed to reinvent its existing website, which was created to provide information for thousands of dealer repair facilities across the country.

Solution

We built a new dealer portal to include content specifically relevant to parts managers. A new user-friendly UX and navigation and refreshed visual identity brought the experience to life.

Results

In just the first 90 days, more than 2,700 dealers engaged with the new site. There were 20,000 page views with an average of 2 minutes and 20 seconds spent on site.

Toyota Wholesale Parts web portal displayed on a tablet and mobile device

Making it easy to learn

The portal provided access to specific information the dealer community needed to help increase parts sales. Content included an explainer video series for a suite of Toyota business tools, application charts for frequently used parts, an online ad builder for customized marketing and more.

Telling the stories dealers can relate to

We equipped Toyota Wholesale Parts to share peer stories to inspire ideas for business growth. Our solution spanned a variety of content types—articles, videos, podcasts and infographics.

  • Updated the Solutions Center to provide more answers for some of the most pressing questions from dealers.
  • Created a podcast featuring business topics relevant to dealers. Each episode was short (under 10 minutes) and could easily be listened to during a work break.
  • Published a series of two-minute articles and quick-read infographics addressing the issues that mattered most to the dealers.

Expanding Toyota touch points

We also created Toyota Genuine News, a monthly e-newsletter. This newsletter helped the Toyota Wholesale Parts marketing team promote new content, share announcements and expand touch points to foster a sense of community among the dealer network.

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