Critical Success Factors
Below is a list of dealer critical success factors that we've learned from our client experience. The success we've achieved with our internet approach seems to be just the tip of the iceberg. There are so many things that we can still improve upon.
Senior Management Commitment
This needs to be a priority. All key managers need to learn about this new capability, invest the time to understand it, and think about how to integrate it into their business operating strategies.
Advertising
Need advertising commitment to integrate strong messages in all advertising. The company needs to make a statement that they have a great website and invest in creating awareness in the marketplace! Compelling offers need to be made to get prospects and customers to sign up to receive email.
In-Store
Need in store commitment to awareness and training. (signs, brochures, internet computers, digital cameras, scanners, trained salespeople, and a web focused in-store attitude) It should be obvious to everyone that enters your store or stores that you have a great website and that you give good deals to people who sign up for your email. The website offers an impressive product assortment, so if they couldn’t find it in the store, they need to look online.
Build Email List
Need a commitment to build your email list. You must make a compelling offer to signup, then must make compelling offers in all ongoing email campaigns. I like the idea of a customer loyalty program. Use the Internet to strengthen and build long term profitable customer relationships. Provide useful information and repeat purchase opportunities in emails.
Merchandising
Need merchandising commitment to communicate product additions, subtractions and edits. Assistance with product photos and product descriptions and information is also important. We will need assistance with product content maintenance.
Customer Support
Need a commitment to web customer support. You will need to have a sales and service capability that is well trained and able to assist customers over the telephone and by email. Technology – To the extent your technology can be integrated, you will benefit. Investments may be needed to effectively transform your company in this way.