Case Study:

Quick Lane Microsites

Client: Quick Lane Year: 2016

THE BRIEF

A brilliant microsite template! To replicate the concept of an offers microsite for a single Quick Lane site by improving on a template currently in place for Quick Lane Derby and Derby County Football Club. In the spirit of friendly competition, a big milestone would be to improve on the functionality and experience offered by the central quicklane.co.uk set up by Ford Motor Company.

THE STATS

12,346

lines of hand-written code

6

Fully fleshed out Quick Lane websites

1

All-encompassing future-proof solution


Quick Lane is Ford’s non-brand servicing arm, offering low cost vehicle maintenance for all makes and models. Denfield Advertising has been chosen as the single destination for every Quick Lane site’s marketing needs and operates under the brand Quick Lane Marketing Service (QLMS).

A common element of feedback from each Quick Lane site has been their presence online and therefore the lack of opportunity to utilise this for other marketing initiatives such as paid search or customer emails. As QLMS operates as a service for the dealers, the only way this could happen was with a pooling of resources to bring as much functionality as possible and maximise the benefits for everyone.

Our initial scope was for six microsites with a few pages on each site such as more information on opening hours and location. The microsite would then contain several offers to link to on platforms such as Facebook or emails. What was delivered, in fact, was a far more useful solution that was leaps and bounds ahead of anything we initially had in mind – especially for the budget. Without going into detail, this included:

  • Nearly everything on the website controlled by a CMS, allowing QLMS to introduce, amend or remove an offer for any site within minutes – often over the phone when speaking to a Quick Lane store manager!
  • Fully responsive solution, meaning the websites look great on any device.
  • Option to create a closed off section for special offers for any number of local sports clubs, businesses or institutions.
  • Future-proofed expandable platform that can be replicated for new sites quickly and easily as they come on board.
  • Back-end platform that allows Quick Lane and QLMS employees to view individual offer statistics, website traffic and customer enquiries.
  • Platform to showcase some of the exceptional photography commissioned by QLMS using Denfield’s in-house photography and video team.

It doesn’t stop there though. Since launching, we have already introduced further functionality into the microsites such as dynamic phone numbers (with call recording), Facebook CMS integration and a Stapletons tyre locator planned.

The Quick Lane microsites have been incredibly warmly received across the board with full buy-in from the Quick Lane stores, which is fantastic news. Don’t take our word for it though, take a look at one of them for yourself here