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Nothing Works Like a Dogg – And Nothing Sells Like a Robust eCommerce Website

Buyers Products Logo

Nothing Works Like a Dogg – And Nothing Sells Like a Robust eCommerce Website

Buyers Products Drove 10% of Revenue Online Just 2 Months After Launch

Sees an average of 1,000+ “Where to Buy” requests per day

23% Year over Year Growth in Revenue

Built Tough and Born in the U.S.A.

Whatever your job, whatever your truck, whatever your tools, Buyers Products has a solution for you – and it’s built to outlast its environment. Founded in 1946, Buyers Products Company is a fully integrated, leading manufacturer in the truck equipment industry.

From snow and ice removal equipment to durable truck boxes, hydraulics, heavy duty towing and truck equipment (like the highly popular SnowDogg, SaltDogg and ScoopDogg lines), controls and all-season trailer accessories, Buyers Products is a one stop shop for any work truck industry need. Their multi-faceted manufacturing facilities utilize the latest technology in the industry, giving an entirely new meaning to the words, “Made in the U.S.A.”

The team at Buyers Products builds and assembles products with care and precision. That means their snow and ice equipment is built to work harder, last longer and be tougher than the harsh weather conditions. Snow is no match for a Dogg.

The team at Buyers Products shows pride, passion and a sense of urgency. Buyers Products promises to ship fast. Thanks to their 300,000 square foot distribution center, a dedicated team and a robust eCommerce website, most orders can be shipped within 24 hours.

An Innovator in Every Category

Buyers Products is laser-focused on improving their customers’ profitability and productivity while enhancing the quality of its products and services. An innovator in every category, Buyers Products knows what its customers will want tomorrow. The company is constantly redesigning processes, products and materials to serve the changing needs of its customers and a more demanding marketplace. They know the world isn’t slowing down, and Buyers strives to stay ahead of the curve.

Since Buyers Products prides themselves on recognizing the changing needs of their customers, they embarked on their digital transformation journey in 2016.

Serving its Diverse Customer Base

Buyers Products has a diverse roster of customers. Buyers Products sells their products through large retailers, distributors and VARs. Traditionally, Buyers Products got their products in front of new customers through print catalogs, shows and direct sales. Before implementing InsiteCommerce the company was seeing a range of orders being placed through the EDI, through phone calls/CSRs, email and fax. Customers were visiting multiple, independent static sites which all had limited functionality, poor user experience and no ordering capabilities.

Customers were going to the sites looking for information on inventory, order status and tracking and availability.

Buyers Products knew that in order to do eCommerce right, they had to invest in a powerful solution. Building a strong platform from day zero was mission critical.

A Solution that Fit

Buyers Products launched their search for a foundational platform that would power B2B and B2C experiences, host a robust product catalog and enable partners as an online portal.

Buyers Products wanted out-of-the-box eCommerce capabilities like robust search, configuration, dealer search, complex pricing, customer-specific catalogs, multi-site, personas, multi-warehouse, product restrictions, inventory availability and order history. InsiteCommerce checked all the most important boxes.

Launching the Site

Building a strong platform meant listening to their customers. Therefore, Buyers Products launched a beta program before deploying a full site. During that process the company listened to feedback and made tweaks and improvements to reflect what they were hearing.

Just as Buyers Products is continuously innovating their products, their eCommerce site is no different. The company is constantly enhancing features and building better user experiences for customers.

Insite’s Role in Success

Insite was instrumental in four major categories of Buyers Products’ digital transformation. With Insite, Buyers Products was able to create pull through demand to the site, showcase the breadth of products, attract new business partners and make it easier for customers to do business with the company. has seen a significant increase in traffic relative to Buyers’ previous marketing websites. 85% of the users on the website are guests or end users who have found the site through organic searches. These users are now able to research products and identify local dealers using the “Where-to-Buy” tool.

Many customers were only aware of Buyers Products most popular products. However, with InsiteCommerce, Buyers Products is now able to display its broad product line. InsiteCommerce was able to easily integrate with a PIM system in order to showcase the entire Buyers Products catalog.

For Buyers, eCommerce was never about replacing the sales team. Instead, the strategy is to serve the customer and make Buyers Products easier to do business with. Buyers Products wasn’t looking for something that would move all their business online, rather the company was looking for a way to satisfy their customers.

Jim Nerone discusses the importance of eCommerce to Buyers Products

The Bottom Line

Just 60 days after implementing InsiteCommerce in September 2017, Buyers Products drove 10% of their revenue through online sales. One year after launch, the company saw a 23% growth in overall revenue. Today, Buyers Products sees more than 1,000 “Where-to-Buy” requests per day.

“With Insite we are delivering the experience our customers have been asking for. Now customers can place an order through email or fax, over the phone, through a CSR, the EDI or self-serve online. It’s all about their preference.”

– Jim Nerone, Chief Information Officer

“With Insite we are delivering the experience our customers have been asking for. Now customers can place an order through email or fax, over the phone, through a CSR, the EDI or self-serve online. It’s all about their preference.”

– Jim Nerone, Chief Information Officer

“With Insite we are delivering the experience our customers have been asking for. Now customers can place an order through email or fax, over the phone, through a CSR, the EDI or self-serve online. It’s all about their preference.”

– Jim Nerone, Chief Information Officer

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