Google-Powered Site Search Helps Consumers Search thru Multiple Auto Parts Catalogs

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E-commerce automotive retailer DriveWire leverages Google mini search appliance to help customers search across multiple auto parts and performance accessories catalogs.

Though I had resolved myself to purchase a commercial solution

Early on, e-commerce retailer DriveWire recognized that they had a problem with their search capabilities as they began adding more and more product catalogs to their web site. However, for the past year the company was carefully watching reports that were showing a decline in the ability of the consumer to find the correct part or accessory for their car. Even more disturbing, according to CEO Bryan Parks, was that it wasn't a result of not having the part, but rather the ability to search across multiple catalogs.

"Five years ago when we started, we only had one auto parts catalog and we were able to use our vendors own search functionality," said Parks. "But as DriveWire added multiple auto parts and performance catalogs to the web site, our customers had to completely start their search over from scratch with every catalog. It does not take a rocket scientist to recognize that this was causing us to lose customers and sales."

Asked for an example, Parks provided an actual scenario that caused the problem: "Honda Civic Cold Air Intake"

"We actually have the Honda Civic Cold Air Intake in the performance catalog," says Parks, "However most consumers search only our replacement parts catalog with no result, so we end up with the consumer leaving the site without realizing we have the part they are looking for."

Frustrated with the realization that DriveWire was loosing thousands of prospective customers, Parks quickly set out to find a solution to their problem.

"Though I had resolved myself to purchase a commercial solution," added Parks, "my budget simply wouldn't support the heavy price tags of many of the solutions on the market. The Google Mini was a perfect fit - both in functionality and price."

While robust search functionality and highly relevant results were obvious benefits, Parks says the real differentiator for him was the ability to meld the Google-powered search into his own site allowing consumers to search across multiple parts catalogs.

"We always strive to be able to provide the best auto parts and performance accessories at the best prices," added Parks, "and we couldn't be happier about how Google Mini has allowed us to satisfy the ability of our customers to be able to find exactly what the need with a simple search interface."


Launched in 1999, DriveWire is one of the leading online retailers of auto parts and accessories. Aside from offering the lowest prices on replacement parts and performance accessories, they provide one of the largest online catalogs of Honda Parts, Acura Parts, Toyota Parts, Porsche Parts, Chevy Parts, BMW Parts and Mercedes Parts. DriveWire is a Warehouse Distributor for Eibach Springs, Intrax Suspension, AEM Power, DC Sports Exhaust, B&G Suspension, and Injen Cold Air Intake. Recently DriveWire has added to its offerings the ability for consumers to get New Car Quotes, Dealer Invoicing, and Rebate Information on new cars and trucks.

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