Silverstone vies for ecommerce boost with new website launch
British F1 track Silverstone has launched its new fully responsive website, designed and built by Pancentric Digital, as part of a wider overhaul of its digital strategy.
This has seen the famous racecourse adopt a more interactive digital offering for audiences through greater social media integration and a new unified ecommerce platform which merged three separate systems which had been in use previously.
Hannah Bodley, head of marketing for Silverstone said: “With mobile and tablet visits ever-increasing (now averaging over 40% of our web visits) it was imperative to look towards a responsive build. Pancentric came to us with a full offering, incorporating web build, search, social and comms capabilities, all with a view to improve our consumer focus.
“By integrating an ecommerce platform to provide a full end-to-end solution, as well as having a website with full tracking and testing capabilities, we’ve given ourselves the flexibility for growth and, as a diverse and constantly evolving business, this is key.”
Jimmi Prebble, head of strategy for Pancentric Digital added: “Knowing that your investment has made a difference is so important when undergoing such wholesale changes, which is why the focus of the project has always been about measurably better performance.
“Delivering the site in a responsive format was always top priority, with so many of Silverstone’s visitors reaching the site via a mobile and tablet we knew that simply improving the desktop version of the website wasn’t enough. We now have a site visitors find easier to use as well as a site that gives Silverstone a single view of their marketing activities performance in terms of revenue.”