“Create extra demand for KBC products, and increase sales by streamlining the online to in-store customer journey”

This top line objective is just the kind of challenge WDA relishes as it gives us the opportunity to create something with a very focussed commercial goal.

With KBC we set about creating a visually stunning site to give the the brand an edge over its competition; whilst a complete overhaul of the user interface makes browsing and product selection easy and enjoyable for the viewer.

Additionally we have introduced a whole range of increased functionality over the outgoing site aimed at streamlining certain processes which were previously handled manually off line, including consolidation of the global dealer listings.

The site is built around an all new easy to search range selector hub, with online registration and a comprehensive support section for owners. Additionally there is a new blog which posts out to KBCs social networks, and a twitter feed coming back into the site. Video content is streamed onto the home page and media area, which also has downloadable screen savers taken from the new advertising suite.

Putting KBC’s global dealer network in control

The dealer locator component of the site created by WDA’s developer team is bespoke and gives nearly 30 global distributors administrator access to manage their own country specific dealer listings. Assigning control to the distributors aims to streamline the management process and ensure lists are accurate and up to date, ultimately making the customer experience as smooth as possible from website to point of purchase.

The new site is the first of a whole range of planned promotional material to leverage KBC’s new Design Edge brand positioning and visual identity (also devised by WDA).

Visit the new KBC website  www.kbchelmets.co.uk
Read more about the KBC rebrand here

WDA are proud to announce a new venture with a helmet brand we helped establish in the UK nearly ten years ago. KBC helmets approached WDA at the end of summer initially asking us to review their brand positioning and to produce their 2011 range catalogue see it here.

Time for a new strategy

2010 has seen lots of budget brands entering the mid-price market, a territory KBC has traditionally had a firm foothold in globally. Lots of these companies are entering a very crowded marketplace with product ranges that are essentially the same – many often coming out of the same Chinese factories; some even utilising the same base shell structure with different graphics.

KBC has consistently kept ahead of rivals in terms of product innovation, having successfully pioneered many new technologies over the years. But in addition to quality, innovation and safety KBC have also had the edge on design; its collections being visually stunning and immediately recognisable in the dealership.

Brand strength

In any market increased competition means an increased need to clearly differentiate. KBC recognised that its greatest asset, and the biggest competitive advantage it held was a very strong and established brand. Loz Broers Managing Director of KBC Europe:

“Some of the asian companies are struggling to grow their products into desirable brands which the more consumer developed global markets demand. At KBC we want our customers not only to have technically superior products that enhance their riding experience, we also want them to feel good about choosing – and using – KBC. We want to create products that say something about the rider and represent their lifestyle choices. Our brand is the sum of all the successful things we have done over the years. The industry firsts, the race wins, the World records. It’s also about what we stand for as a Company, our attitude, personality, how we treat our people and our customers and where we want to go next.

Our ultimate aim is to continue to create the Worlds most innovative helmets, whilst focussing on building our brand so that only KBC can offer the feeling our products give the rider.”

‘The Design Edge’

WDA’s Lee Waterhouse: “Our positioning – ‘The Design Edge’ – gives KBC a strong and distinctive platform to highlight both the technical benefits/features of the range AND to draw specific focus to KBC’s designer credentials – something that has always set it apart from its competitors.

The ‘Design Edge’ positioning also gives KBC the opportunity to continue to expand and possibly diversify the range into other associated products where design value is a key purchase decision for customers.

WDA are looking forward to building on ‘Design Edge’  in KBCs 2011 European promotional campaign. The first item to carry the new message is KBC’s range guide which launched at Intermot this month. View it here:

http://issuu.com/wdaautomotive