Empowering New Commerce Capabilities With Hayman Reese
The humble tow bar is an everyday item that many Australians fit onto their cars. As part of our active lifestyles, we use them almost daily for both work and pleasure. Behind that shiny tow ball, is a multimillion-dollar industry with one brand standing out as a market leader.
In today’s fast-paced digital era, businesses increasingly leverage e-commerce platforms to enhance reach and streamline operations. Hayman Reese, a leading manufacturer of towing and trailering products, understands this and has embarked on a journey to develop new and powerful B2C commerce capabilities. By transitioning to the Shopify platform, Now Digital have enabled Hayman Reese to offer an optimised online shopping experience, driving customer satisfaction and business growth.
The Background
Established in 1951, Hayman Reese has been at the forefront of manufacturing and supplying towing and trailering products across Australia. Known for their unwavering commitment to quality and innovation, they have built a robust reputation among consumers and businesses. Despite their strong market presence, Hayman Reese recognised the need to modernise their sales approach by integrating a seamless online commerce system.
The Challenge
The primary challenge was developing a customer friendly B2C commerce platform catering to Hayman Reese’s diverse customer base.
Key issues included:
- Manual and offline sales channels: The existing sales model relied heavily on traditional retail and wholesale distribution, limiting direct consumer engagement.
- Support for Stockist and Installer Network: It was crucial to ensure the continued support of Hayman Reese’s extensive network of stockists and installers. The new platform had to facilitate seamless interactions and transactions within this network to maintain strong business relationships.
- Scalability: The new platform needed to support future growth and the addition of new product lines without requiring extensive overhauls.
The Solution
To address these challenges, we proposed and executed a comprehensive solution by developing new B2C commerce capabilities on the Shopify platform.
The project unfolded in several phases:
Discovery and Planning: In-depth market research and analysis to understand preferences and pain points to develop a strategic roadmap aligning Hayman Reese’s business goals with the capabilities of the Shopify platform.
Design and Development: visually appealing, intuitive, and responsive design to ensure a consistent customer experience, with integrated advanced search and filtering options to help customers find products quickly.
E-commerce Integration: Set up and customise the Shopify platform, incorporating essential features like quotes, customer-friendly checkout processes, and personalised product recommendations.
Post-launch Support: ongoing support and maintenance to ensure the platform’s optimal performance and implementation of analytics tools to monitor customer behaviour and gather insights for continuous improvement.
Hayman Reese said:
We have increased the traffic to the website by over 200% and are receiving online orders and quotes where we have never been able to do that before.
About NOW Digital
NOW Digital is a customer experience led digital transformation agency, delivering exceptional and tangible outcomes for our clients.
