New RAC B2B platform

Intuitive user-first design

In order to match the progressive service offered to consumers, the RAC needed an improved online experience for its B2B offering. The platform needed to bring together their comprehensive range of business products and services in one intuitive, user-first design.

  • Great user experience
  • Brand consistency across all audiences
  • Flexible CMS application

We’ve made some fantastic progress on our paid search over the past 3 years with Bray Leino CX, significantly reducing CPA and increasing traffic, helping us to achieve double digit growth in our B2B eCommerce channel YoY.

Matt Edwards, Digital Marketing Manager B2B, RAC

Whole Picture Solution

Challenge

As the primary sales channel, the main goal is to drive new customer acquisition. It was important to closely align the look and feel with the branding on the consumer site, whilst ensuring clear delineation between the product offerings. The platform needed to feature the 4 key products: breakdown services, telematics, fuel cards and RAC fleet offering.

Approach

Great UX was key to creating an improved user experience and clear navigation so that users can quickly find what they’re looking for. The design is centred around the user, clearly signposting the four key products. We also created a ‘How can we help?’ hub that allows RAC business to talk to their existing and potential customers, providing regular insights and useful information.

Results

A sleek and responsive platform that is easily accessible to search engines, helping to drive traffic to key products and services. Built on the Umbraco CMS system, the site easily facilitates new content updates. The dynamic application is flexible to continue to meet business needs as objectives change and content evolves.

  • Intuitive
    User led
    design

  • Leading
    digital
    innovation

  • Built
    for Android
    and ioS