Reencafé, the company site

We redesigned and rebuilt the website of Reencafé, the Pereira tyre company behind Las Llantas: its catalogue, its retreads and a national dealer network, in one place.

Open reencafe.comClient: Reencafé S.A.S., Pereira, Colombia. Site in Spanish.

2,657dealers in the locator
1,726products: tyres, motorbike parts, batteries, lubricants
53customer testimonials, filterable
12retread designs, each with its own page

The reencafe.com homepage: a pickup truck on Toyo Open Country tyres kicking up dust, with the Reencafé menu

The client

Reencafé has sold, imported and retreaded tyres since 1991. From its head office and retread plant in Pereira, three warehouses in Dosquebradas and two fuel stations, it supplies a dealer network that reaches across Colombia.

It is the same company we built the Las Llantas online shop for.

The brief

Present a large tyre company to three audiences at once: drivers looking for a place to buy, dealers who sell its brands, and businesses that want to become a dealer.

Show a catalogue of more than 1,700 products without turning the site into a second shop, explain retreading, and keep the dealer list in line with the company’s own records.

Find a dealer anywhere

Choose a department, then a city, then the type of dealer: motorbikes and quads, or cars, 4x4s, trucks, OTR and farm. The results show each dealer’s address, phone numbers and what they sell.

The Reencafé dealer search with drop-downs for department, city and dealer type — The national dealer search, set to Risaralda.

A catalogue, not a cart

WooCommerce runs here in catalogue mode: 1,726 products by vehicle type, from car and truck tyres to motorbike chains, brake pads and batteries, each with a product page. Buying happens at a dealer or in the Las Llantas shop, one click away under “Tienda en línea”.

The Reencafé catalogue page for pickup and van tyres with filters — The catalogue, pickup and van tyres.

Retreading, explained

Each of the 12 retread designs has its own page with the tread pattern up close. The “green system” page explains how drivers can hand in up to four used tyres at the Tecnicentro or the plant.

The Reencafé retreads page with tread patterns TUK, ZYK, IDE2, IZHL, RIB, IZ29, IZA and IZL — Retread designs, each with its own page.

Proof from the road

53 customer testimonials, filterable by vehicle, brand and tyre size, so a driver reads about the exact tyre they are considering.

The testimonial filter on the homepage.

Built for dealers too

Under “Soy distribuidor”, dealers log in to the company’s SAP portal, see campaigns and pay online, and businesses can apply to become a dealer with a short form.

Warranty brochures for every tyre type, the data policy, the ethics and transparency programme and the anti-money-laundering manual are all a click from the footer.

What it runs on

Site: WordPress with WooCommerce in catalogue mode, designed in Elementor with Pro Elements and Essential Addons
Structured content: Dealers, customer testimonials and retread designs each have their own content type, so they can be filtered, searched and updated like data
Link to SAP: Every dealer record carries its SAP customer code, and dealers log in to the company’s SAP portal from the menu
Media: Presto Player for the company videos in Spanish and English, and a live Instagram feed
Delivery: Served through Cloudflare

On a phone

The full-screen campaign slider, new launches and the catalogue all fold into a single column, with search one tap away in the header.

Why it works

One company, two front doors
Reencafé.com speaks to dealers, fleets and partners and shows who the company is. Las Llantas sells to drivers online. Each site does one job well, and they link to each other.
The dealer map uses the sales team’s own data
Each of the 2,657 dealers carries the same customer code the company uses in SAP, so the locator can be kept in step with the list sales already works from.
Content as data, not pages
Dealers, testimonials and retreads are structured content. That is what makes a three-step dealer search and a testimonial filter by vehicle, brand and size possible.
Proof that matches your vehicle
A truck owner can filter the testimonials to truck tyres in their size and read what other drivers say about exactly that tyre or retread.

What we would add next

An assistant for dealers on WhatsApp that answers stock and price questions straight from SAP, and points drivers to the nearest dealer by asking where they are.

The pieces are already on the site: a structured catalogue, a dealer list with SAP customer codes and a link to the SAP portal. The assistant would bring them together in one conversation.