DECKED Australia

Re-engineering a brand for the Australian market

An eCommerce site that delivers

When two Aussies first discovered the DECKED tub storage drawer system in the USA, they knew they had found something really special. So much so that they knew they just had to bring it to the Australian market.

After 4 years of re-engineering the systems for Aussie vehicles, DECKED Australia released its first local product. Since then, the brand has been helping ute, truck and van owners get the most out of their vehicles whether at work or at play.

Thanks to a strong reputation for great customer service and their robust high-quality products, DECKED Australia was going from strength to strength. The business was experiencing a steady growth path as brand awareness grew and as they secured OEM distribution with some of the most popular car makes in Australia.

Optimising marketing strategies and material

It was during this time that DECKED Australia approached Viabrand® to help optimise their marketing strategies. The goal was to ensure they were spending their marketing budget and energy in the right channels, to support further growth in our local market and assist the brand in gaining traction with their ideal customers.

The Viabrand® team began by holding a comprehensive brand discovery workshop with DECKED Australia. During that time our team gained valuable insights into the business’ goals and needs. We also conducted an analysis of all existing marketing and brand materials to stress test what was and was not working for the business. We identified the channels and media most likely to reach DECKED’s biggest spenders – fleet managers, trades businesses, and vehicle manufacturers.

Brand asset refinements and updates

Once our research was complete, we delivered a thorough brand strategy devised to enhance the DECKED Australia image, alongside a detailed marketing plan to grow brand awareness, sales and media partnerships.

Our first task was to refine the brand messaging to better communicate with their target audiences in Australia and to leverage the suite of high-quality visual assets and technical information that was supplied by DECKED USA.

The website was updated with the refined brand language and image, while improvements were also made for SEO and user experience. This ensured people could not only find DECKED in relevant Google searches, but also that their experience on the site was that of a smooth path to purchase.

Delivering a functional website

Functionally speaking, we used Shopify to support a user-friendly checkout experience. We also introduced Zip Pay in order to remove barriers to purchase that may have been related to price. The result is a seamless consumer experience on the website’s front-end with efficient content, functionality and sales structures for the DECKED sales team in the back end.

Viabrand® ultimately delivered a fresh new website to strike the perfect balance between the down-to-earth narrative of the DECKED brand and the technical requirements of a functional eCommerce website. Since launching the site, the brand has seen a 15% monthly increase in sales and a 150% increase in web visitors per month.

Visit the project

We are excited to be working right now on the exciting second phase of our strategic brand plan for DECKED Australia…#watchthisspace

Happy Client

Viabrand are extremely professional and easy to work with. We work closely with their team to ensure all marketing projects achieve our business goals. Jho and the team have a well structured process they use to help us make informed commercial decisions. We couldn’t be happier with the team at Viabrand!

Nick - (DECKED Australia)