Pneuboss: a successful e-shop with automated tests

The management of the tire center did not know what to expect from online sales

After we created a corporate presentation for TASY and connected it to the original online ordering system, they chose us to create an e-shop for tires. While assembling the brief and proposing a solution, we primarily acted as consultants involved in the sales strategy. The client wanted to find out what market share they would gain and had no specific expectations for sales at the beginning. We agreed to create a relatively small and simple online store.

We launched the e-shop with strong marketing

Pneucentrum TASY has its business focused on corporate clients and consumers from traditional brick-and-mortar auto and tire services. Therefore, we created the brand Pneuboss for the online store aimed at end customers, which the client complemented with the face of Zdeněk Izera. He appears not only in banners and billboards but also in videos in the Advice section. We launched a budget-friendly, functional, and very user-friendly e-shop, which we supported with strong performance marketing – PPC campaigns in AdWords and Sklik, remarketing in the display network and on Facebook, and product catalogs from Zboží.cz, Heureka, and Google Shopping.

Online strategy brought the client 500 orders in one day

All digital marketing efforts were so effective that the number of orders exceeded the client's capacity. The warehouse was not prepared for such a surge and struggled to process shipments for customers. We significantly scaled back the campaigns, which at that moment meant missing out on the main part of the season. Both we and the management of TASY were convinced that the new tire e-shop is competitive and it makes sense to continue with the project. At the same time, we knew that next time we would want to handle all incoming orders.

Further development benefited the e-shop and relieved the tire center

With the e-shop showing visible potential, the client began to have higher expectations. Therefore, we significantly redesigned it and created a strong solution. A fundamental change was the extensive integration with the corporate information system HoC. This allowed us to reduce the processing time for a single order to 20% of the original time. In the same time, TASY can now handle five times more orders than before. Thus, another collapse is not a threat.

Users also have access to a search feature with autocomplete that allows direct addition to the cart, a comprehensive advisory section with articles and videos, a shipment tracking function, or installment purchases through the Hello Bank system.

Gradual adjustments will be appreciated by users with every visit

Compared to the original simple e-shop solution, we have already managed to refine many aspects and expand it into a form that enhances the shopping experience for customers and administrators of the online store. The e-shop is fully optimized for tire sales, but also offers a selection of rims, the offer of which we obtain from the distributor Alcar.

A significant step in the further development of the e-shop was the launch of a separate Slovak version at pneuboss.sk. Due to differences in Slovak legislation, it was not enough to simply translate the solution into Slovak. We addressed the different offerings of shipping and payment methods, as well as differences related to currency or VAT.

Pneuboss is growing every year

Thanks to the migration of the e-shop to a higher version of the Kentico platform, the client can manage orders more comfortably and utilize all the technological and e-commerce possibilities that the system offers. As part of long-term development, we also recommended the implementation of automated tests that continuously check the functionality of all key parts of the e-shop.

We are pleased that our collaboration with the client has been ongoing since 2014, when a simple tire e-shop began generating its first orders. In contrast, the several times redesigned and significantly expanded robust e-shop solution generated revenues exceeding 50 million crowns in 2020.