Engaging Scalextric’s loyal fan base in an ongoing conversation with the brand and website: treating them as more than just customers.
Introducing Scalextric
Over Scalextric’s 50 year history, the company has innovated and evolved to maintain its position as a market leader in electric car racing. Today, Scalextric model an unrivalled selection of the world’s greatest racing and sports cars.
The challenge
Developing the website was a key priority for Scalextric in 2006: bringing together communal elements, user-friendly e-commerce and stockist information under one strong brand identity. Creating intuitive user journeys and engaging Scalextric’s diverse audiences was vital: catering for car collectors, motor racing fans, fathers and sons, club members, gift buyers, lads and retailers to name but a few.
What we did
User experience is at the heart of the Scalextric redesign. We started by creating ten personas based on Scalextric’s main user groups: visualising ages, levels of internet experience, motivation and monetary value. Scenarios took this work further; mapping the personas likely on-site actions with the information architecture to create a robust structure. We encouraged loyal supporters to engage and interact with the brand via forums, competitions, articles and feedback – becoming online advocates for Scalextric.
The results
The Scalextric website has proved popular with fans, encouraging high levels of engagement and interaction. Statistics for the last quarter of 2007 show page views and visits more than doubling, while transactions have almost tripled. Once on the site, visitors are spending more time engaging with Scalextric’s content: an average of 15 pages are viewed per visit and 6.57 minutes is spent browsing the website.