Overview
FleetPride is the nation’s largest independent distributor of heavy duty truck and trailer replacement parts, with over 285 branches spanning the country. They had launched an early B2B Commerce experience, but it lacked customer-centric UX. With little marketing focus, it had not grown.
The organization was ready to evaluate the growth potential of the digital channel, modernize the online experience, and use best-in-class digital marketing to accelerate revenue growth—online, through field sales, and in-store.
Solutions
- Initial strategy engagement developed a digital monetization model, sizing the market opportunity over a five-year time horizon. We identified $800M+ in growth opportunity through new customer acquisition, increased share of wallet, increased customer retention, and reactivation of legacy customers.
- User experience and design teams hit the ground running and conducted a heuristic analysis to identify UX issues with current commerce experience built on Salesforce B2B Commerce. The result: a user experience roadmap and prioritized plan to optimize the FleetPride.com shopping experience. UX and FED resources work in an ongoing model alongside client development team.
- Digital Marketing Foundation was defined, including planning, implementation, and ongoing execution of Salesforce Marketing Cloud, SEM, SEO, and Google Analytics. We crafted eight personalized journeys and content for key audience segments, then ran all digital marketing channels as an extension of the FleetPride marketing team.
- Detailed onsite search assessment compared to the competition was completed, leading to enhancement roadmap
- Analytics foundation was created, fueled by data layer build. Google Data Studio dashboards were built to continually measure and optimize marketing efforts.
Platforms
- Salesforce B2B Commerce Cloud
- Salesforce Marketing Cloud
- Coveo
- Google Analytics
- Google Ads
- Google Data Studio
Impact
- Segmented and personalized journeys with Salesforce Marketing Cloud
- Significant revenue driven from email and ad campaign touchpoints
- Increased customer satisfaction and improved site conversion rates
- Digitally influenced revenue across channels: online, direct (field sales), and in physical stores and service centers
70,000+
Customers engaged in personalized journeys for the first time
2X
Increase in AOV
$800M+
Identified growth opportunity over 5 years
36%
Increase in revenue
