SECTION A

Read the case study below and answer ALL the questions in this section.

Kaiser Willys Accelerates Its Search Experience with BigCommerce

Revving up for success

Established in the early $2000$s$,$ Kaiser Willys started as a call$-$in auto supply company from founder Ron Meditz's home.

Over the years, this family$-$run business, specializing in components for $19411971$ Willys and Jeeps, has transformed

into the go$-$to spot for Willys and Jeep enthusiasts seeking vintage parts. To cater to its growing customer base, Kaiser

Willys launched an online store on BigCommerce, but realized it wasn$$t taking full advantage of the platform$$s various

features and partnerships. To effectively reach this new wave of car fanatics, Kaiser Willys knew it needed to improve its

digital shopping experience.

Capturing a new target market

Targeting a new market, Kaiser Willys sought to attract younger vintage Willys and Jeep enthusiasts after launching its

ecommerce site. Their focus was on improving web performance and user experience by optimizing the process of

finding parts in their extensive catalogue. To achieve this, they partnered with Wasserman Digital and Klevu, enhancing

the search functionality. Rachel Goodman, CEO of Glass Onion Marketing and Product Manager at Kaiser Willys, praised

the collaboration with Wasserman and Klevu for delivering affordable, impactful solutions to enhance their ecommerce

capabilities.

Solution

To improve its search experience, Kaiser Willys introduced a Shop by Diagram feature, allowing customers to quickly

locate parts by viewing a visual diagram. Rachel Goodman explained that this feature simplifies the process by letting

customers click on the specific part they need and proceed directly to checkout. Built using BigCommerce$$s composable

framework and implemented by Wasserman Digital, this custom feature has significantly boosted customer satisfaction

and conversions. Goodman credited the headless implementation for enabling this successful addition to their

ecommerce site.

QUESTION $1(20$ Marks$)$

Evaluate the importance of implementing advanced payment strategies in Kaiser Willys' eCommerce

platform. Additionally, discuss how integrating multiple payment options and optimising the checkout

process can impact customer satisfaction, conversion rates, and revenue. Use examples from the case

study to support your analysis.