Challenge: RacingOne.com, the largest independent motorsports web site was looking to monetize its significant user base, including more than 250,000 registered visitors, by developing the ultimate online store for licensed motorsports apparel and merchandise.
Approach: RMG3’s merchandising experts worked with RacingOne.com to identify the appropriate product mix, and then secured the necessary licensed products and vendors. RMG3’s ecommerce experts worked with the company’s internal development team to create the backend infrastructure to support a large volume of products and a large volume of sales through a secure server. The site was integrated with the warehouse’s inventory management system to provide prompt customer delivery and ensure adequate product levels.
Result: The FanShop at RacingOne.com launched in conjunction with the Coca Cola 600 at Lowe’s Motor Speedway in May 2002. Marketing for The FanShop at RacingOne.com during the week’s racing festivities included: the distribution of several discount codes in conjunction with a daily campground newsletter, the distribution of mouse pads, and radio / jumbotron (infield TV screen) commercials. The site is quickly and efficiently processing orders and will also allow for special promotions based on national holidays such as Father’s Day and the Fourth of July. The site is providing an ever-growing base of consumers with their motorsports product needs: “great site…I like the graphics, the set up and navigation…the Jeff Gordon area is really nice. You have all of the good things!”
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