Alpine Electronics of America, Inc. has redesigned its website for the U.S. aftermarket.  The website -- www.alpine-usa.com -- prominently features the Alpine Restyle dash systems while still supporting the entire aftermarket product line.    
Over the past two years, the company has shifted its focus to the Alpine Restyle series of products.  As a result, the website was redesigned to highlight the Alpine Restyle dash systems and give users a full experience of the products and how they integrate in the vehicle.  The centerpiece product is the X009, a 9-inch screen system with audio, video, navigation and Bluetooth® features that comes with a vehicle specific dash kit and harness. Since each X009 system is compatible with a specific vehicle, it is important for users to see each product installed in an actual vehicle dashboard.    
“The new website, like our other Alpine Restyle marketing initiatives, is designed to increase awareness amongst consumers about our vehicle specific dash systems in an easy-to-understand format.  The website annually receives around four million unique visitors, so it plays a vital part in driving them to authorized Alpine retailers for a premium product experience,” said Steve Crawford, vice president and general manager, aftermarket business unit, Alpine Electronics of America, Inc.
The first images that greet users on the home page are large rotating billboards for select products and promotions.  The recently launched Alpine Restyle cable TV commercial currently occupies one of the billboard spots.  The remainder of the home page highlights the Alpine Restyle 9-inch dash systems which are featured in the “New Restyle Arrivals” area.  Clicking on any of the images takes the user to a dedicated product page for that system.  
To further support the Alpine Restyle dash systems, a new “Restyle My Truck” dash configurator is available from the home page menu bar.  To get started, users are prompted to select the make, model, vehicle trim and dash trim of their truck or SUV.  Once done, the 9-inch and/or 8-inch Restyle dash system that is compatible with their vehicle is presented.  By choosing the desired Restyle dash system and pressing the “Restyle My Truck” button, the applicable product page is served and provides the user with detailed information about the system.  A “Contact an Expert” button is found on every 9-inch and 8-inch Restyle dash system product page and connects the user to an authorized Alpine retailer near their location.  
Social media engagement provides another way for Alpine to connect with its fans, and enthusiastic consumers and retailers often share photos of Alpine products installed in their vehicles.  To optimize the valuable trove of Alpine photos on the web, an “Alpine Owner’s Showcase” was implemented on the website’s homepage.  A photo collage of 9-inch Alpine Restyle dash systems installed in various vehicles shows how the 9-inch screen transforms the dash while providing a factory-like finish.  The photos are captured from Alpine’s Facebook (facebook.com/AlpineUSA), Instagram (instagram.com/AlpineUSA) and Twitter (twitter.com/AlpineUSA) feeds and are continually updated.  Information about the authorized Alpine retailer who installed the system is displayed when applicable.
All Alpine products are accessible through the “Products” button on the menu bar.  The Alpine Restyle systems appear first in the Products section, but users can quickly jump to other Alpine products by pressing the “Alpine Products” button in the top black border.  All other Alpine products are grouped by category for easy identification.
Back-end improvements have also been applied to the website for enhanced overall usability.  The website utilizes a responsive design so that the content layout automatically adjusts to the size of the screen that is in use.  This design ensures a consistent page experience no matter the device (smartphone, tablet, laptop, etc.) that is being used.