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March 6, 2018
By: Anthony Locicero
Copy Editor, New York Post
BASF Refinish Automotive Coatings launched a new, completely mobile-friendly website with updated images and content, and unique tools, including an asset cart and an advanced product catalog. “Every word, every image and every tool on the Refinish site was created with the customer in mind,” said Tina Nelles, BASF Marketing Services manager. “Our goal was to create a journey for our customers – how BASF provides more than paint and, most importantly, the benefits we offer to our customers.” Users can filter the product catalog based on country, brand, paint system, product type, volatile organic compounds, and keywords, or they can simply scroll through BASF’s products. The site also includes technical manuals, technical data sheets, safety data sheets and more. The distinctive asset cart, which can be used in conjunction with the product catalog or independently, offers a unique advantage to BASF Refinish website visitors by allowing them to “shop” throughout the site. Visitors can add assets to the cart from anyplace in the website, not just from product pages, similar to a shopping cart on a clothing or grocery retailer’s website. Customers then have the option to download all cart contents, or email them to anyone. Available in three languages, the new site also features a section dedicated to showcasing BASF Refinish customers and brand ambassadors, the recently launched Vision+ suite of business services and live social media feeds.
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