With parts.cat.com we were introducing a new parts-ordering system to replace a longstanding, familiar one. No easy feat. But parts.cat.com offered a better customer experience on mobile and tablet, and an easier way to access over 1.4 million parts.
We identified three distinct audience groups and targeted them discreetly. To existing Partstore customers we sold the benefits of switching to parts.cat.com with an eDM nurture campaign. We captured in-store customers with interactive POS encouraging them to try the new online experience. We also reached out to an entirely new audience via national print and digital media, with digital ads, video and social content. The campaign was deployed at both an OEM and in-territory dealer level.
Following the successful launch in Australia, the campaign extended into the entire Asia Pacific region.