ecommerce Manual 1.0:

Transcription

1 ecommerce Manual 1.0: A business within your business A comprehensive guide with tips and action items to grow your ebusiness

2 ADMINISTRATIVE ACCESS Username Password We recommend you bookmark the URL and save your password for future use. We also recommend you share this manual with two other people at your dealership. Date NOTES INITIALS

3 Congratulations. You re taking the first step toward ecommerce excellence. The purpose of this manual is to simplify the implementation and ongoing management of your Partstore. This workbook contains valuable information on how Partstore works and how leveraging its tools can lead to better customer connections and bigger parts and service profits. The new and improved online Partstore makes it easier for your customers to find, order, manage and track genuine OEM parts for their machines. Table of Contents: 1. Understanding the impact a. Process b. Payments c. Fulfillment d. How are other dealers excelling? 2. Managing your Partstore a. Assigning ownership within your dealership b. Your ebusiness report card c. Service d. PSSRs e. Parts counter employee 3. Marketing Partstore to your customers a. Tools b. Discounts c. Coupons d. Promotions 4. What s new; ongoing growth a. All about My Shed 5. Frequently asked questions

4 Understanding the impact ecommerce is here to make your dealership more accessible to your customers. And we re making the process easier for you, giving you more time in your day to concentrate on what you do best cultivating customer relationships and sharing expertise. We ll continue to enhance our ecommerce system to make it as beneficial to you as possible. In fact, we ve made 85 upgrades since last year so now is the perfect time to take advantage of all ecommerce has to offer. Partstore s positive impact on your business: Connect to customers 24/7 Everyone is working longer days, including your customers. Forty-five percent of our online orders are after traditional business hours. If you re not connected to these after-hours buyers, someone else will be. Fortunately, your online Partstore is always open and ready to serve customers. Showcase your dealership Customers will come to your brick-and-mortar retail location to pick up their orders giving you even more of an opportunity to sell. Increase your visibility Once enrolled in Partstore, your dealership will automatically be added to the Dealer Locator, allowing online customers to easily find you. Identify sales opportunities Google Analytics tools will track purchases and identify purchasing patterns so you can tailor your in-store stock to your customer base. Find new customers Customers searching online will be directed to you and your Partstore. Partstore helps existing customers stay in contact with you, while simultaneously allowing you to build relationships with new customers.»» Improved usability With the help of the advisory board, we made improvements to the admin side of Partstore to make processing public bankcard and/or CNH Capital Commercial Revolving Account transactions and orders as quick and simple as possible.

5 PROCESS The Partstore has streamlined the ordering process for you and your customers. Online ordering is faster and simpler for your parts and service desk. Customers can see their information and order history an incentive to order from your dealership instead of shopping around. Since your online store is open 24/7, customers can order at any time that is convenient for them. ecommerce: Less work, MORE BUSINESS! Traditional process: More work for you. NEW ecommerce process: Less work. MORE business. Customer Customer has part need Customer contacts dealer Customer agrees to delivery time and price, makes payment Customer receives parts Dealer Dealer receives part request via phone, fax, visit or Dealer enters info, identifies part, enters into system Dealer has part available -or- Doesn t have part, must order from Depot Dealer determines final customer price based on MSRP and shipping costs Dealer sends invoice to customer Dealer delivers part to customer Customer Customer has part need Customer searches online for part New customer: selects you as their dealer -or- Previous customer: Partstore auto-populates you as their dealer Customer finds and identifies correct part number on your Partstore, adds to cart Customer chooses delivery and payment options, submits part purchase Dealer Dealer receives part request via automated Dealer enters part into system Dealer has part available -or- Doesn t have part, orders from Depot Customer receives parts Dealer delivers part to customer

6 PAYMENT PROCESS Partstore customers can easily select you as their dealer, choose parts and proceed to a secure checkout where they can indicate payment and shipping options in just a few easy clicks. On your end, you have the flexibility to set up the payment process in order to: Customize payment information and currency CNH Capital CRA, American Express, MasterCard, Discover, VISA check, PO number Customize tax info Apply global, category, product and user discounts, and coupons and promotions Select shipping Track inventory (if enabled) You get an in-depth look at your customers ordering and payment activity from the admin homepage, allowing you to view: Order statistics: orders completed, submitted, failed, opened, total and total gross through the last year Last order: Last order, date and amount Set up your payment options:

7 FULFILLMENT Upon customer order completion, you will be notified via and can access order requests on the dealer portal. On your end, you can set up fulfillment options in your Partstore storefront. Options for you to select include: Allow ship to dealer Allow customer to enter company name Map to location identifier Invoice location Invoice message location How others are excelling: Participating dealers see great potential in Internet parts sales. Here s what a few of them are saying: We are starting to get some orders online and I know that this is the way a lot of people are going to go. Weekend hobby farmers are big customers of ours, so during the week, they can look up their parts, place their order and then have it for the weekend. I can t tell you how many calls we get as a result of being online and seeing that we are on there. We see Partstore as a complement to our traditional way of doing business. With the website, you can look up your parts and get the part number. That s a great help.

8 Managing your partstore ASSIGNING OWNERSHIP You can set up different accounts for different functions (e.g.: online com, assign five employees to this address for the orders department one lead and backups). Assign one site administrator to review orders, leads and site customization. Set up your system in a way that works best for you and your dealership. We recommend: Site administrator: Parts counter/parts manager Users department: Parts counter/receptionist/front desk Orders department: Parts manager Product support department: Service manager/pssr It only takes a few minutes to get the ball rolling on your Partstore: Set up your site and merchant/gateway account and assign employees to ecommerce orders. It s just a simple addition to an existing store bank/merchant account. You can obtain an ecommerce account by requesting one from your bank or merchant service provider. The time it takes to setup your Partstore more than pays off in time-savings within your order-management process: The customers send you the orders, and all you have to do is confirm, fulfill and place them. No lengthy phone calls or time spent perusing catalogs. Still unsure? Start with ecommerce lite. There s no transacting just quotes.

9 YOUR REPORT CARD The Partstore report card in your admin area allows you to see a snapshot of how your sites are performing. The report card is available on the homepage of the Partstore admin, and will also appear in periodic digests. Admin dashboard The homepage of the Partstore admin now includes the following information (if applicable), displayed in two columns. Order statistics Counts of orders placed in the system in the last day, week and month, grouped by order status (completed, submitted, failed and open), and information for the last order placed in the system. Account information View your basic account information, including address, , location and basic account setup status. Product statistics A listing of up to five of the most abandoned products and up to five customers who have the most abandoned orders and products. Equipment statistics A summary of the equipment within the system, number of customers with at least one piece of saved equipment, total number of equipment entries and the number of new pieces of equipment added in the last day, week and month. CHANGE YOUR FREQUENCY. Reports displayed on the admin homepage are also available in -digest format. Daily digests will include statistics for the last 24 hours; weekly digests will include information for the last seven days; and monthly digests will have statistics for the last 30 days. You ll receive these digests by default, but have the ability to opt out if you choose. To opt out of receiving the digests, please change the setting in your Partstore admin>store front>contact tab (see screenshot below).

10 PARTSTORE MARKETING: AT A GLANCE Promotional tools: Actively promote your online store through print and online promotion. Print promotion: Flyers, newsletters, banners Online promotion: Web banners, homepage links, online ad space marketing: Distribute marketing campaigns across your customer base promoting online store availability, online specials and promotions. Request addresses from customers Send discount/coupon offers Promote events, product specials and online-only discounts Partstore discounts: Attract new and frequent visitors to your site with targeted discount campaigns. Structure intelligent discounts (e.g.: spend $150, save $15; Get 10 percent off every order; Save 5 percent on all engine parts, etc.) Partstore coupons: Attract new and frequent visitors to your site with targeted coupon campaigns. Structure intelligent coupons; create meaningful coupon codes that correspond with promotional campaigns or related events (e.g.: ShopFest10, PROMO15, summer, SAVINGS) Partstore promotions: Attract new and frequent visitors to your site with targeted promotion campaigns. Structure intelligent promotions (e.g.: Purchase this product, get this one 50 percent off; Purchase any product from a certain category, get this product free) Google Analytics: Monitor and visualize Web traffic statistics. Gain insight into customer shopping behavior online, then create the most relevant discount/coupon campaigns to yield the most sales. Understand which products are most frequently viewed, create a promotional campaign with a discount to motivate customers to buy Review geographic areas contributing the most traffic to your online store; send promotional postcards to customers in those areas with promotional materials User memberships: Structure customer memberships to manage your users. Create unique groups to get exclusive discounts. VIP customers, employees, wholesalers, etc. Search engine optimization: Improve website visibility in search engines. Define most accurate keywords, page titles, product descriptions and headings

11 PROMOTIONAL TOOLS Now that your Partstore is up and running, it s time to announce its grand opening with energy and enthusiasm. Best practices call for a multichannel approach that leverages every potential advertising option. Here are some simple and effective methods for spreading the word and driving traffic to your Partstore: Create and distribute Partstore flyers to every customer in your store Entice the viewer with familiar images, memorable phrases and special offers Promote your Partstore in all of your printed materials Advertise on store banners, business cards, newsletters, newspaper and Yellow Pages ads, etc. Design and print out Partstore coupons to accompany every in-store purchase Provide the customer with something tangible and something of value Combine in-store purchases and Partstore discounts Offer Partstore incentives with every in-store purchase Update your company website to properly display your Partstore link Promote your new Partstore on every page in a prominent, eye-catching space Get creative in your advertising efforts Find unusual ways to market your Partstore for example: advertise on your receipts MARKETING One of the simplest and oldest online marketing techniques is still one of the most effective: marketing is a proven means of building and maintaining relationships with customers, both on the Web as well as at your brick-and-mortar store. Best of all, marketing is one of the least expensive marketing techniques out there, and it is one that typically delivers a high return on your investment: According to The Direct Marketing Association, the average marketing campaign generates $42 for every $1 spent. The first step in launching an campaign is to build a list of addresses. By having your customers and website visitors opt in to receive s, you are ensuring that your s will be sent to a friendly target audience that is more likely to purchase your products. While the prospect of building an list from scratch may seem daunting at first, you may be surprised at how quickly you can build your list if you offer the right incentives.

12 Tips on growing your list Collect addresses at the point-of-sale. This can be done in several ways. Having a clipboard or a guest book at the cash register is one simple way to build a list. You should also make it a point to ask for addresses during phone transactions. entice customers with coupon and discount eligibility (e.g.: Sign up for our online Partstore and receive 15 percent off all engine accessories ). Send direct mail postcards and ask your prospects/customers to sign up to receive special only offers and discounts. Place opt-in forms on your website, company blog and social networking sites (Facebook, etc.). You can set up an opt-in form for free by using Vertical Response, the marketing software integrated in the administration area of your Partstore. Creating and launching your campaign Once you ve grown your list to your satisfaction (we recommend a minimum of 25 to begin with), you are ready to launch your targeted campaign. As a Partstore administrator, you will have easy access to Vertical Response. At a cost of about $.01 per , Vertical Response provides an easy and affordable way to create, launch and track the results of your campaigns. It also has ready-made templates for coupon/ad creation and online surveys and options to integrate your campaigns with social media sites. Create a Vertical Response account 1. Log in to the administration area of your Partstore 2. Under the Marketing heading on the left, click on Marketing 3. Under the Vertical Response logo, click Click to Launch

13 Send out an to market your Partstore. Include your personal Partstore url. Here is an example. We have our very own online Partstore! Order parts online and stay connected with us 24/7. Visit the My Shed tool on Partstore. Why you will love My Shed: - Manage and organize your equipment - Access part-assembly diagrams to find specific parts - Bookmark parts - Store information about your machines - Enter and store information about the equipment that you will find most helpful - Mobility! Download the My Shed mobile app and send part lists to your dealer remotely CLICK HERE TO ENTER PARTSTORE: NAME GOES HERE Sincerely, DEALER CONTACT INFORMATION

14 ALL ABOUT THE APPLICATION Partstore just made it easier for customers to connect with you quickly and remotely, with the launch of the new My Shed mobile application for Android and Apple smartphones and tablets. The mobile application allows customers to find the genuine parts they need, access manuals, print assemblies, create a part list, and conveniently submit that list to you the dealer all at the click of a button. In addition, customers can stay connected with the application s easy-to-use call button and features. With the new My Shed mobile application, your customers can: Quickly find parts for specific machines and bookmark those parts Easily access assembly diagrams and part numbers Create parts lists Send parts lists and images directly to you their dealer Rapidly connect with you using the call or features Order the parts they need remotely and on the go!

15 FREQUENTLY ASKED QUESTIONS: Question: What is the purpose of this program? Answer: The CNH Partstore is designed to jumpstart online parts sales and support the dealer network. Question: How do I sign up? Answer: You can sign up any time Monday through Friday from 9 a.m. - 5 p.m. EST by calling or ing CMSupport@servigistics.com. Question: What is an ecommerce account? Answer: An ecommerce account is a type of bank account specifically designed to process credit card transactions online. You can obtain an ecommerce account by requesting one from your bank or merchant service provider. Question: What is a gateway account? Answer: An online gateway provides security, fraud protection and PCI Compliance by automatically validating a customer s credit card information before it is sent to the merchant service provider for processing. Question: How do I obtain a gateway account? Answer: Authorize.net, Orbital and PSiGate are the three gateway providers that are compatible with the CNH Partstore (note: Canadian dealers must use PSiGate as their gateway provider). Dealers can request that their merchant providers set up a gateway account for them along with their new ecommerce account. A CNH Partstore support representative can also set up dealers with an Authorize.net gateway account at no extra cost. Question: How will online customers find my CNH partstore? Answer: There are two ways for customers to find your Partstore. 1. A customer can navigate to choose your brand and then be prompted by the Dealer Locator to choose a dealer based on a name, address or specified radius. The site will then automatically display the dealers that are closest to the customer. 2. You will be able to assign a branded Partstore link to your existing website so that customers can also go directly to your Partstore without being prompted to choose a dealer in the Dealer Locator. Question: Who is responsible for order fulfillment? Answer: When a customer places an online order, you will automatically receive an notification. You are then responsible for processing and fulfilling each order. Question: ON What devices does the My Shed App work? Answer: Apple and Android phones and tablets and Kindle. Question: Can I only access My Shed through a smart phone? Answer: No, you can also access My Shed through the Partstore, using your same credentials.

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