In business over 50 years, this electronics surplus, catalog,
mail-order and retail store, faced the challenges of new competition and increasing
postage costs. The existing business model could not address either of these risks.
By leveraging the benefits of building an
e-commerce site, they are now addressing both risks and succeeding.
Now that regular customers have the alternative of viewing the
online versions of their catalog at their e-commerce site, many have opted not to receive
future paper editions of the catalog. This saves postage expense, a major growth risk as
the business expands and adds a larger selection of items.
By offering a consistently better online experience at their
e-commerce site, they keep encroaching online competition in check.
As an added bonus, world wide navigators of the Internet now have
direct access to their goods and services. Many new customers' first contact is through
their e-commerce site. They now receive international orders from savvy buyers world wide,
searching for the best prices.
Also of note, by ensuring the strictest Secure Sockets Layer
encryption on all sensitive customer data, savvy web buyers are happy to conduct their
business online at their e-commerce site. Because of programming efficiencies introduced
in the creation of their e-commerce site, customer and order data is captured digitally,
easing order fulfillment processing. Errors are reduced and customers can shop any
time of the day or night.
Facing stiff competition in the Southern California market, they
knew going online was a basic part of their marketing efforts.
In addition to informing potential customers of their goods and
services at a fraction of the cost of traditional media, their website offers a multitude
of information efficiently communicated to interested parties.
Having well placed "web presence," means online shoppers
will be sure to notice them among their other competitors online. By creating a user
friendly and eye-catching website, potential customers are incented to make first contact
via an email message or a later phone call.
In & Out Paint & Body Centers unique geographic information
offered along with their stores' locations creates opportunities for unique new
marketing efforts and shows they understand the important relationships they have with
each community in which their stores operate.
