Purchasing construction equipment is not what it used to be. Today’s customers are adopting more sophisticated online research practices to access detailed product specifications and product availability before visiting their dealership sales representative.
While product specifications have been available online for some time, Hawthorne Cat is the first Cat dealer to display current inventory online, in real-time.
Customers can now research current inventory, explore the specific build out of available units, and view product model specifications.
A simple call-to-action converts customers into sales leads by matching them with the appropriate sales representative. Detailed analytics track customer journeys throughout the equipment purchase sales cycle and are used for targeted, follow-up promotions.
To display the list of available units, Parallel Interactive developed a custom data integration CMS module.
We integrated the Hawthorne ERP inventory data with Cat Product Content (CPC) data, using an intelligent, flexible pattern matching technique. Available inventory is updated daily with an automated feed from Hawthorne’s ERP. The integration also includes robust exception reporting that monitors the daily updates as well as the integration with CPC. The CMS module includes backend controls allowing override of the automated feed. In using a CMS module format, the custom integration can be migrated to future website upgrades with minimal changes required.