About Tiara Yachts
Since its founding in 1955, Tiara Yachts has been focused on one thing: building the best yachting experience for their customers. The luxury yacht manufacturer is committed to “Designing, engineering and manufacturing every Tiara to precise standards and specifications, using the highest quality advancements available, giving our customers exactly what their hearts desire without fail.”
The company has earned the National Marine Manufacturers Association’s (NMMA) highest achievement for Customer Satisfaction Index, and founder, Leon Slikkers, was inducted to the NMMA Hall of Fame for demonstrating consistent dedication to building the best yachting experience for customers.
Tiara first partnered with Bayshore Solutions in 2012 to launch a multiple award-winning yacht manufacturer’s website. This website successfully achieved the initial goal of connecting the community of Tiara owners. Since this time, website and marketing analytics have shown that Tiara website users encompass a broader population of potential owners. This data aligns with trends of online research and mobile device usage patterns in general across consumer audiences. Tiara website users were clearly searching for pre-purchase information and connection to Tiara dealers via the website.
To support a branding shift to emphasize an elegant, luxury yacht quality and performance experience, and to capitalize on the power of the manufacturer’s brand website as a primary inbound marketing and sales asset, Tiara Yachts partnered again with Bayshore Solutions to develop their next website; commensurate with the brand’s vision of excellence in experience and to attract leads for dealers, thus more intentionally driving sales.
Tiara’s new website needed to deliver an elegant visual and functional customer experience matching the brand promise and reputation as the NMMA’s Customer Service excellence laureate. Specific goals included:
- Provide a clear and easy directed path for targeted visitors to get to the information or functionality they are searching for – especially connection to a dealer
- Extend the excellent experience to site administrators with a friendly CMS that allows regular, easy content publishing and management – even from tablet and mobile devices
- Showcase the many photos and content of Tiara yachts, as well as encourage social sharing of users’ images, to entice desire for and pride in Tiara ownership
Bayshore Solutions developed the new Tiara website from a “tablet first” point of view. This approach aligns with their primary buyer persona’s online behavior as well as guiding the design to support the goal of excellence in user experience and interface (UX/UI). Understanding the distinct segments of target visitor audiences was key to presenting a clear directed path in the website to the information or actionable functionality they seek.
The primary objective of potential customers – directly finding a dealer – is available in one click from anywhere on the website. Directed paths for visitor objectives of contacting Tiara, socially sharing with the Tiara community, identifying dealer locations, as well as obtaining news, event, and product information remain at top-of-screen as “sticky” navigation options when scrolling through the main page. Relevant sub-navigation topics features the same stickiness to present clear browsing paths throughout the site.
For potential customers researching Tiara Yachts, the custom menu uses visualization imagery that displays the full range of Tiara yachts and sizes to help visitors make instant mental connections and efficiently filter to the additional specifications and product information on the yacht styles of specific interest.
Custom integration to Tiara’s CRM streamlines online-based inquiries. The various contact paths for distinct user audiences use intention-directed functionality to quickly put online inquiries into the right hands for a better customer service experience. A seamless integration to Tiara’s online e-commerce store enables visitors to conveniently purchase branded merchandise. Community engagement is facilitated with one-click social sharing options on content pages and top-navigation access to Tiara Yachts’ Facebook profile.
Website and content updates are handled through the online content management system, allowing site administrators fast and easy access from both desktop and mobile devices. Website analytics are integrated and configured to track site use and performance metrics to guide ongoing web marketing initiatives.
“We are pleased with the new Tiara Yachts website, and its customer-centric presentation,” said David Glenn, Tiara Yachts Marketing Director, “Bayshore Solutions helped us create this online expression of our company’s dedication to uncompromising excellence and building the best yachting experience – from the very first interaction with our Brand.”