Wheelwright to launch refreshed e-Commerce website

UK wheel firm, Wheelwright has announced a change to its website, on which it will offer “direct from manufacturer” purchasing for the end-user. Transactions made through the site will be fulfilled by Wheelwright dealers, either via post, or in person at the dealer’s premises. The Kent-based firm has spent the last 12 months developing a digital sales solution in conjunction with Shopatron, the US-based software company, making Wheelwright one of the first e-Tailers to use the company’s services. The new system is due to go live on 1 March.

Wheelwright states its research shows that “over a third” of online consumers would like to buy directly from the manufacturer, but have their order delivered locally. The wheel distributor says the site offers “a clear, consistent brand message, with all fitment, warranty and approval information instantly at the customer’s fingertips.” Shopatron users shop online as with any e-commerce store, choosing their items and checking out via the fully secure payment system. The system automatically allocates the order to the appropriate dealer, based on a combination of stockholding and geography.

Commenting on the development of its e-Commerce activities, Wheelwright managing director, Kevin Greer said: “After a lot of development we are now ready to launch this system to enhance the sales process for our dealers. Shopatron solves the conundrum that every brand has; namely, how do you provide a clear, centralised e-commerce resource for your customers, whilst maintaining the profit and engagement element at dealer level?

“With this system, we can provide the very best information, images and warranty credentials in one convenient site, whilst creating capturing new sales for our dealer network. We know from our trial data that this system not only increases the satisfaction of customers they would have had anyway, but more importantly, generates new leads that they might not have seen. This is the perfect solution to enhance our brand image at the same time as improving our dealer’s bottom lines.”

Wheelwright also says that further research, based on actual sales data, shows that over 25 per cent of customers that collect their purchase at the dealers also go on to purchase additional accessories or ‘sell-on’ items.

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