Case Study · GermanyA German manufacturer of office and waste-processing technology. Made in Germany. Sold through specialist dealers. And investing in marketing that, until now, stopped at one point: the click.
Starting point
Ads, campaigns and content bring prospects to the manufacturer's site. The sale happens at the dealer. In between sat the dealer locator.
The problem
The marketing investment produced clicks. Whether they turned into revenue at the dealers could not be seen. That made it impossible to prove the impact or steer the budget.
The dealer locator showed a list. The customer had to call or look for the dealer's shop. Many gave up or bought on marketplaces, often below the specialist dealers' price.
The chain broke with the click on the dealer list. Which campaign led to which purchase at which dealer stayed unknown.
The Dealer Locator with Checkout replaces the list of addresses. The customer finds their dealer and buys from them without leaving the manufacturer's site.
With price, delivery time and stock. A dealer with several branches stays one seller.
From the dealer of their choice, paid directly to the dealer.
Source, medium and campaign appear next to every sale in the brand account.
On request, sales count as conversions.
“Instead of clicks, marketing now sees which campaign brought which revenue at which dealer.”
The result
Every sale at a specialist dealer with the campaign that triggered it.
Invest where sales happen. Not where clicks happen.
For the specialist dealers, without an own shop.
At a glance
An industrial manufacturer sells standard products worldwide through its local partners, straight from its own website.
A US manufacturer brings its spare-parts business to its local service partners.
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