How to Leverage In-Store Inventory for Online Sales

SIA Sales Seminar

Introductions

Jared SnelsonBusiness Development ManagerShopatron

HOW TO LEVERAGE IN-STORE INVENTORY FOR ONLINE SALES

Introduction to Mervin Manufacturing➤ Company History

➤ eCommerce Objectives

➤ eCommerce Results

Benefits of Dealer Fulfillment➤ Increase Sales: Direct and Wholesale

➤ Effective Online Marketing

Future of Consumer Engagement➤ Live Inventory

➤ Order Routing Flexibilities

Summary

Agenda

Mervin Manufacturing -Case Study

MERVIN MANUFACTURING

➤ Company founded in 1977

➤ Origins as surfboard shapers and snowboard builders

➤ Brands: Lib Tech (snowboards & Waterboards), Gnu, Bent Metal and Freedom Dolly

➤ Dealers in North America and Distributors Internationally

Mervin Manufacturing - History

MERVIN MANUFACTURING

➤ Translate site traffic to sales without competing with dealers

➤ Increase wholesale sales

➤ Provide the best possible customer service

➤ Create a streamlined and manageable online environment

Ecommerce Goals

MERVIN MANUFACTURING

➤ Turnkey site solution

➤ Increase retailer fulfilled orders

➤ Over 300 participating retailers

➤ Stand alone store allowing for simple, effective method for ecommerce management

Initial Shopatron Launch

MERVIN MANUFACTURING

➤ 60% year-over-year increase in online sales in 2012

➤ Increased order volume 20% in 2012 versus 2011

➤ Create a streamlined and manageable online environment

Results

MERVIN MANUFACTURING

➤ Less clicks = increased conversion rate

➤ Complete design flexibility

➤ Utilize Shopatron for order processing and ecommerce management

Continued Improvement

How can your company benefit with Shopatron?

BENEFITS OF DEALER FULFILLMENT

Maximize sales through dealer involvement

Dealer Fulfilled Orders:➤ Give consumers the ability to purchase from your site when your warehouse may

be out of stock

➤ Move national inventory, even from poor weather regions

➤ Ensure dealer sell-through to improve year-over-year inline purchasing

➤ 57% of retailers increase spend with brands partnering with Shopatron

BENEFITS OF DEALER FULFILLMENT

Maximize sales through dealer involvement

Effectively Promote and Market eCommerce:➤ Utilize promotions: free shipping, gift with purchase, etc.

➤ Price similarly to street pricing: MAP, late season sell-through, previous season product

➤ Search engine marketing: pay per click ads, SEO, email marketing

➤ Brands using Shopatron see an average increase of 49% in online sales

BENEFITS OF DEALER FULFILLMENT

Maximize sales through dealer involvement

Pro Store Functionality:➤ Username/password protected logins

➤ Multi-tiered discounting ability

➤ Shipping address and order amount restriction capability

The Future of Consumer Engagement

SUPERIOR ONLINE SHOPPING

Bob and the Weekend Getaway

Customer Experience➤ Customers’ expectations for service are being taught at the major retailer level

➤ Innovation is necessary to continue improving your brand’s customer experience

SUPERIOR ONLINE SHOPPING

From “Find a Store” to “Which Stores have product now?”

Accurate local availability gives shoppers the confidence to drive to the store and buy your products.

Dealer Locator Local Real-Time Availability

Deliver Convenience with Same-Day In-Store Pickup

FPO

SUPERIOR ONLINE SHOPPING

Enable Faster Order Assignment and Fulfillment

Shoppers receive their products faster and retail stores save time and fulfill more online orders.

SUPERIOR ONLINE SHOPPING

Questions?

Jared SnelsonBusiness Development ManagerEmail: jsnelson@shopatron.com Phone: 805-269-5244