Farecla

The Client

Farécla’s ranges cover automotive bodyshops and car care, marine, wood, composite and transport. Names like G3 are familiar to professional refinishers and weekend detailers alike.

That reach comes with a structural quirk that shapes everything about how the brand markets itself. Farécla does not sell to most of its customers. Its products reach buyers through distributors, trade suppliers and retailers, including shelf space in Halfords. The brand does the persuading. Somebody else takes the money.

It is a position plenty of manufacturers will recognise. You carry the cost of building demand, but the transaction, and the customer data that comes with it, sits with somebody further down the chain. Your website is the one place you control that journey.

The Challenge

A bodyshop technician choosing a compound and a car owner standing in a Halfords aisle both need the same three answers: which product do I need, how do I use it, and where do I get it. Farécla had to give those answers without ever handling the transaction itself.

The site they had could not do it. Product information was scattered, the range kept growing, and the marketing team had no practical way to keep everything current as new products launched. Every new launch meant more content sitting in more places, and no single source of truth for a customer or a distributor to work from.

More of Our Work

The Solution

We worked directly with Farécla’s marketing team, starting with the look and then tackling the part that mattered most: the catalogue underneath it.

Website design

The design took its cue from the packaging rather than the category. A dark, industrial base gives the product photography room to breathe, and Farécla’s yellow does the signposting, so the site feels like an extension of what buyers already recognise on the shelf.

Layouts were built responsive from the outset, because a technician checking a datasheet is far more likely to be on a phone in a workshop than at a desk.

A structured, scalable product database

This was the heart of the project. Rather than treating products as pages, we modelled the range as data. Every item is held as a record with its overview, specifications, datasheets and video content attached to it. Products can then be surfaced by market, by range and by application, so the same record serves a marine customer and an automotive one without being duplicated.

The database was built to be secure and to scale. New products slot into the existing structure instead of triggering a rebuild, and the Farécla team can add, edit and retire items themselves.

Clear routes to purchase

With no checkout to send people to, the conversion point had to be the stockist. We built guided journeys that take a visitor from working out which product they need to finding where to buy it locally, turning product research into footfall for Farécla’s distributor and retail network.

The build was delivered on Magento, which gave the catalogue the structure and permissions it needed while keeping the front end fully custom.