Building Customer Connections

Nortrax Inc. is the largest John Deere dealership group for construction, mining, and forestry equipment in North America, extending across large portions of the United States and Canada.

When Nortrax was ready to recreate its website, the company started by asking its customers what kind of information they needed and wanted, using that market research as the basis for a new FUEL-designed site launched in June 2009.

Replacing a site that had been static, internally focused and mired in corporate speak, the new Nortrax Website is customer-focused, content-driven and ever-changing. FUEL developed the design, structure and navigation; directed the photography; and did the production and programming for the site, which effectively conveys the Nortrax brand identity and allows customers to search online for equipment, dealers, parts and service.

“Working with Nortrax, we were able to create a more content-rich site that reflects and enriches the customer experience,” says FUEL designer Matt Kempel.