The Challenge

Streamlining operations and improving communications with distributors

The Project

Garyline's staff of hundreds services a broad network of distributors with round the clock operations. Garyline's distributors are a vital connection between the company and its customer base. To meet Garyline's business needs, improve communication with distributors and streamline business processes, our tasks over time have included:

• Designing, updating and maintaining a database that allows Garyline to manage products, pricing, purchase options, images, and other vital product information in real time
• Developing a web content and online inventory management system
• Designing an online order and invoice reporting system to reduce repetitive requests of the human resource department
• Providing advertising tools that allow distributors to access high resolution artwork and ad templates
• Creating a customizable e-mail ad generator for distributors that allows them to select products, enter contact information, and automatically generate and send pre-approved e-mails to multiple customers simultaneously
• Building a product inventory search to provide distributors with easy access to timely information
• Developing a private, password-protected site for distributors to view customer, order and invoice information

The Benefits

Since our relationship with Garyline began, we have worked with them through several redesigns and numerous feature enhancements. As Garyline received feedback from distributors and staff, they looked to us for ways to meet their evolving business needs. We have continued to implement improvements, providing Garyline with benefits that include:

• Time savings. By reducing the number of calls from distributors requesting information and artwork, Garyline was able to devote human resources to sales and other business tasks.

• Money savings. Garyline was able to save money, first, by providing distributors with artwork and templates online, thereby eliminating the cost of purchasing and shipping media; and second, by performing site and inventory maintenance in-house.

• Improved customer service. The web site gave Garyline distributors product information at their fingertips, allowing them to provide prompt, knowledgeable customer service.

• Added value. Providing customizable sales tools for distributors on the web site added value to the relationship between the company and its distributors.

RIA Connect

The Challenge

Breaking into a new online market and utilizing the web to enhance customer service, streamline business operations and gain leads

The Project

When we first engaged RIA Connect (then RIA Electronic) in the early 1990's, an Internet presence for a company in their industry was almost unheard of. RIA wanted to capitalize on emerging technology to improve services for its Original Equipment Manufacturers (OEMs) and distributors, which in turn would give the company an advantage in its market by allowing it to provide unique and superior service to its customer base. Over time, we have helped RIA meet business needs by:

• 
  Designing a database to house RIA's full product inventory and specifications, engineering diagrams, newsletters and other data for viewing or download on the RIA site
• Programming simple and advanced search features to give site visitors access to RIA's inventory through a simple drill-down category search, or through an advanced search option that included search by full or partial product number
• Developing reporting tools that allow distributors to access up-to-date stock inventories
• Building a cross-reference function that allows OEMs to cross-reference more than 15,000 terminal blocks from over 10 manufacturers with RIA's equivalent products and then locate distributors by state or area code
• Building a content management system so that RIA could independently update its web site including photos, content such as news and press releases, product specifications and inventory
• Implementing a search engine optimization campaign by researching industry keywords, editing and writing copy, and monitoring rank and analytics to increase the site's exposure and lead generation
• Setting up and managing a Google AdWords campaign targeting multiple international markets

The Benefits

We have worked with RIA through several redesigns and multiple feature enhancements as their business has changed and grown over the years. Since their initial success taking advantage of an emerging market, some of the benefits to their business include:

Improved customer service. With vital and frequently requested information available electronically along with advanced search and research capabilities, RIA realized a noticeable reduction in its sales cycle. Engineers, distributors and OEM buyers were independently and immediately able to have their technical questions addressed, assisting them in making quicker, more educated purchasing decisions and providing RIA's customer base with superior customer service.

Time and money savings. With the ability to make all significant site updates in-house, RIA kept maintenance costs to a minimum. Changes were easy to make and required no additional knowledge of technology.

American Vending & Coffee Service

The Challenge

Building an online presence and increasing sales leads

The Project

When American Vending first came to us a number of years ago, they were well versed in traditional direct and print advertising. At the time they had just begun to test the online waters with an entry level web site and needed our help to promote the site through search engines. Our strategies over time included:

• Installing analytics to track visitor trends
• Researching keywords that potential customers were using to find American Vending's specialized services
• Copyediting to improve the keyword value of page content and the quality of information presented to visitors
• Modifying the site across a number of criteria to encourage search engine crawlers and improve the visitor's experience
• Analyzing analytics and reviewing the site's ranking in search listings
• Creating and implementing a Google AdWords campaign
• Acting on visitor trends and search rankings to continue to increase exposure and leads

The Benefits

Since we began our relationship with American Vending, we have worked with them through two redesigns as they have continued to expand their business with the help of a robust search engine marketing and optimization program that we've evolved to meet their changing business needs and a dynamic search landscape. Just a few of the benefits to their business include:

An improved web site. By working on both the redesigns and the optimization, information available to visitors became steadily more robust and better organized. Contemporary designs gave American Vending an aesthetic showcase for its products and services.

Time savings. With product information available online, American Vending no longer had to field calls requesting this information. Visitors could view product and service details then submit a quote request online, which American Vending staff could respond to immediately.

Increased sales leads. The search engine program achieved higher rankings for the American Vending site across a number of primary keywords. Traffic to the site from the search engines increased, which led to an increase in the number of quote requests submitted.