Las Llantas, rebuilt
We redesigned and rebuilt the online tyre shop of Reencafé, one of the largest tyre companies in Colombia’s coffee region: 1,117 tyres from 18 brands, searchable by size and delivered across the country.
Open lasllantas.comClient: Reencafé S.A.S., Pereira, Colombia. Shop in Spanish.
- 1,117tyres in the catalogue
- 18brands, from CEAT and Maxxis to Toyo and Goodyear
- 9vehicle types, from cars to forklifts
- 400+delivery destinations in Colombia, shipping included
The client
Las Llantas is the online shop of Reencafé S.A.S., a tyre company from Pereira founded in 1991 that sells, imports and retreads tyres. Colombia’s national business register lists it as a large company, and in 2017 it sold more than 280,000 tyres.
Behind the website sits a network of service centres and fuel stations in the coffee region, where customers can have their new tyres fitted. We also rebuilt Reencafé’s own company site.
Sources: business register (RUES), El Tiempo, Reencafé on LinkedIn.
The brief
Sell 1,117 tyres online to two very different buyers: a driver who needs four tyres for the family car, and a fleet or farm that needs truck, OTR or tractor tyres and wants to talk about price.
Every product has to carry its full technical sheet, stay in step with the company’s stock system, and be easy to find by people who do not know their tyre size.
Search by size
Width, profile, rim, search. The results show every tyre in that size with its price, discount and stock, and filters for brand, price and collection. Visitors who do not know their size get a guide and a direct line to someone who will find it for them.
Product pages that sell
Brand, full size code and reference number, the old and new price, stock, a technical sheet and sometimes a video. Below it, other tyres in the same size, and a banner that puts an advisor’s number right next to the cart.
What it runs on
- Shop
- WordPress with WooCommerce, designed in Elementor
- Catalogue
- 1,117 tyres, each described by 15 attributes: width, profile, rim, load and speed index, ply rating, pressure and more
- Back office
- Every product carries its SAP item number, so the shop and the company’s stock system speak the same language
- Payments
- ePayco for secure online payment, Addi for buy now, pay later
- Sales channels
- WhatsApp and phone on every page, a price-negotiation button on selected tyres, a service-centre locator
- Measurement
- Google Tag Manager and Site Kit, Meta Pixel with the Conversions API, Microsoft Clarity session insights
- Delivery
- Served through Cloudflare
Phone first
On a phone, the size search fills the first screen, with the phone number and WhatsApp right above it. Someone standing next to their car can read the sidewall, pick three numbers and see prices in seconds.
Why it works
Search by the numbers on the tyre
Most drivers do not know what “195/50 R15” means, but they can read it off the sidewall. Three drop-downs for width, profile and rim get them to the right tyres faster than any category menu.
Every search is a page Google can find
A size search lands on a clean address such as /tienda/perfil-50/rin-15/__ancho-195/. Each combination of sizes becomes its own page that can rank for exactly what people type.
Online for research, a person for closing
Car tyres can go straight to the cart. Fleet owners, farms and truck drivers often want to talk, so WhatsApp, the phone number and a “let’s negotiate” button stay one tap away.
Paying in instalments removes the hardest no
A set of four SUV tyres quickly passes 1.1 million pesos. Addi lets customers spread that payment, right in the checkout.
What we would add next
“I don’t know my size” is still a contact form. An AI assistant on WhatsApp could ask for the car’s make, model and year, suggest the right sizes from the catalogue, and hand over to a salesperson for fleet and truck orders, any hour of the day.
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