to wait for it to arrive or pay delivery
charges. According to the report, the
second-highest reason people shop at their
local dealership (42 percent) is because
they want to see the product in person
before purchasing.
Another important reason is that
consumers are more likely to purchase
equipment that may require future service
from their local dealership.
The web-influenced trend is growing.
It is estimated to grow to five times the
size of eCommerce sales by 2015, at
which time it will represent nearly 44
percent of total retail sales. Simply stated:
It's important that you recognize that
even if you never sell a lawn mower or
snowblower "on" your website, you have
the opportunity to sell products "because"
of your website.
To capture this growing segment of
web-influenced buyers, make sure your
website:
• Provides visitors with the information
they need to make an educated purchasing
decision quickly and easily.
• Includes product descriptions,
specifications, multiple photos and other
product information.
• Puts your dealership's best face
forward. Give visitors an online experience
that inspires confidence, shows product
availability (in-store and online), and
spotlights your professional, fully trained staff.
• Motivates buyers to drive to your
dealership, not your competitor's.
Customers who start by researching
on your website can be some of your
best customers. According to another
Forrester study, 45 percent of consumers
who research online and buy offline will
purchase additional products at your store.
That means future sales for you. And, one
in-store purchase could lead to another
and eventually a lifelong customer.
Building a website for today's
(and tomorrow's) consumer
Building trust for online sales, as well as
providing a place for customers to research
your dealership and products, will help you
take advantage of today's (and tomorrow's)
OPE
online consumers.
Brad Smith is
director of product
management and
general manager of
aftermarket at ARI,
a leading provider of
technology-enabled
business solutions for
dealers, distributors and manufacturers in
the outdoor power equipment, powersports,
marine and RV industries. ARI products
and services include eCommerce-enabled
websites; lead generation; lead management;
Search Engine Optimization; Search
Engine Marketing; and eCatalogs (parts,
garments and accessories). Smith can be
reached at (414) 973-4459 or via e-mail
at bradsmith@arinet.com.Website:
www.arinet.com.
OUTDOOR POWER EQUIPMENT
JANUARY 2013
27
