Kumho Tyre launches new customer-facing website

Kumho Tyre’s new customer-facing corporate website has been launched. The new site focuses on providing a better browsing experience for those visiting on mobile devices, an approach the tyre manufacturer calls a “mobile first, fully responsive perspective”. As a result of this responsive design, the site adapts automatically to suit the size of the user’s screen. Kumho claims this resulted in a 50 per cent increase in the amount of mobile traffic to the website in its first week, with early feedback saying 96 per cent of visitors “would recommend” the site, from 1,000 unique surveys. The site’s usability and design attractiveness have also been rated at least “good” by more than 98 per cent of respondents.

The new website (www.kumhotyre.co.uk) features a greater emphasis on Kumho’s wider brand partnerships, including particularly its latest motorsport and sponsorship activities. It also includes updates from commercial and charitable partners.

Kumho said its new website approach was the result of its latest research, which highlighted how British consumers fail to engage with manufacturer websites that concentrate solely on products. The firm’s digital strategy now focuses upon engaging consumers through branded content, including its work with GB Taekwondo Olympic gold medalist Jade Jones and its involvement in motorsport.

(l-r) Dan Woodward, Kumho brand manager, and Gray Dudek of website designer Planet 9

Dan Woodward, brand manager at Kumho Tyre UK, said: “We believe the approach we have taken with our new website is an industry first. We were keen to make the site fully mobile compatible but more importantly we wanted to ensure the content and design were appropriate for the unique UK market.

“The new website is a content hub which will bring together the Kumho brand story – reflecting our new digital strategy. We hope to see the amazing increase in web traffic continue.”

Gray Dudek, co-founder of Planet-9, who designed and built the website added: “One of the most important aspects of Kumho’s new website is its focus on the UK market and British consumers. Unlike many brands who will modify an existing pan-European mobile website, Kumhotyre.co.uk ensures that consumers will be greeted with an aesthetically pleasing, easy to navigate website that offers more than just tyre information.”

The ongoing survey shows that only 12 per cent of visitors came to Kumho Tyre’s website specifically to search for tyres, vindicating the manufacturer’s focus on the brand and its work with motorsport, GB Taekwondo, road safety and various charities. When visitors do search for its products, Kumho has also improved the quality of information; the website draws on four data sources to ensure the best fit and product is found.