Fixed Ops Magazine - 2022 Vol19 03 - 23
agement was really open to that idea. " Although it
became a priority to the sustainable growth of their
business, it was a little more challenging than they
had originally thought.
" It wasn't hard but it wasn't easy either, " says Kelly.
" There are a lot of moving components when getting
online. " Initially, they planned on setting up their
eCommerce strategy entirely in-house. Soon they realized
that wasn't sustainable and was also a significant
cost. Having someone with expertise in the eCommerce
sphere was a recognizable advantage to them.
" You need somebody that either has the experience or
has a platform already pre-built. Then, " says Kelly, " we
never had any issues with the transition. "
With an eCommerce strategy in place and tools to help
them measure their success, River City Ford was ready
to start selling. " The first orders came in the very first
week, " says Kelly, " and it progressed from there. " They
soon expanded their parts department's space into a
designated shipping station. " It's turned into this thing
where when people walk into our parts store they look
at it and go, 'What is this?' It's another business. "
One of the best tools in their arsenal has been digital
marketing. " If you're just gonna turn on a website and
hope for the best, nothing is going to happen. " Understanding
the changes to digital marketing, customer
values, and day-to-day customer engagement has
been an essential aspect of their sales strategy and
something they consistently invest in. " You've got to
spend the money to make the money, " says Kelly. " We
progressively increased our ad budget. "
Based on the success River City Ford has had, it seems
that no task is too big and the future is bright.
ROOKIE OF THE YEAR (CANADA) -
Brantford Toyota
* 2021 SALES PERFORMANCE
* TOTAL REVENUE: $161,882
* AVG ORDER VALUE: $287
* TOTAL # ORDERS: 563
Brantford Toyota, part of one of Canada's largest (28)
auto groups, was looking for a streamlined eCommerce
MAY JUNE 2022 || FIXED OPS MAGAZINE
23
Fixed Ops Magazine - 2022 Vol19 03
Table of Contents for the Digital Edition of Fixed Ops Magazine - 2022 Vol19 03
Fixed Ops Magazine - 2022 Vol19 03 - 1
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