Equus Products debuts redesigned Web site

Jan. 7, 2004

Equus Products Inc. recently debuted its redesigned Web site, which includes changes to both the appearance and navigation of the site.

It was updated to be more appealing to Equus Products’ diversified customer base while still addressing the needs of automotive aftermarket industry visitors, the company said. The Web site can still be found at www.iEQUUS.com.

"Our goal was to make it easier for everyone from manufacturers' reps and buyers to media and end-users to find what they are looking for on the site," said Richard Amador, Equus Products’ marketing director.

"It was necessary to make these changes because we have begun attracting a much broader range of customers with our more than 20 new automotive test and tune tools, and line of performance gauges and tachometers."

The new database-driven site now includes more photos and descriptions of the new Equus- and Innova-branded products, tech tips, customer testimonials and performance-oriented graphics. It also features an updated e-commerce section that lets consumers purchase accessories and products that are not readily available in their geographical area directly from the company.

"It was imperative for us to design an e-commerce solution that offered customers the convenience of shopping online, but did not disrupt our traditional automotive aftermarket wholesale and retail channels," said Maria Ibach, sales controller. "To accomplish this, the site features an enhanced zip code search to locate a dealer in your area and featured retailer logos. The customer will only be prompted to buy directly from Equus if they cannot find a part at a store near them."

The site also includes a "Rep Resources" password-protected section for Equus Products' manufacturer sales representatives. This gives them access 24-hours a day to many of the forms and data they need to service accounts in their territory, said the company.

Other additions to the site are online product registration forms, consumer-related contests, an iEquus Performance sponsorship application form, and photos of Equus-sponsored "rides."

The site also still includes search by part number or keyword, company background and contact information, news, quarterly newsletter, product descriptions and technical support from the company's all-ASE certified technicians.