I'll be honest, I don't know a lot about automotive maintenance. So my Toyota Avalon has had trouble starting lately. Naturally, being stubborn, I've been disgruntled - yet satisfied - to jump it every time we've needed to go somewhere for the last few days. Am I cool or what?
So this morning my bride finally convinces to me just go buy a new battery for the car. Obviously, I'm not going to get on the Internet to buy a battery. I wouldn't know exactly what to do once it got to my house. But I did want to go to the Internet to get some information on car batteries.
I was prepared to go to AutoZone. Why AutoZone, you ask? Honestly, because they advertise a lot. I trust their brand. So I Googled something about 'car battery', because I didn't want to come across as an idiot when I took my car to the store. But something happened along the way...
I clicked on paid ad for Advance Auto Parts, an AutoZone competitor, about 'car batteries'. Eureka! It took me to the landing page you can see below:
Did I go to the right place or what? I'm in Internet Car Battery Heaven!
For a second, just think about this landing page. There are several pictures of car batteries, so they are immediately meeting my needs. Next, the words 'Fast' and 'Free' jumped out me. So did I order my battery? Of course not!
I clicked on the easy to find 'Store Locator' button and found a store right here in Little Rock, Arkansas. They actually have several stores I could have gone to. But if I hadn't gone to their website Store Locator I would not have known that I drive by one several times per week.
In less than an hour, I had called the store and asked how much I should expect to pay for a new battery, had my new battery installed and went to work. Now my car starts every time!
So what is the lesson here? Some businesses still want to quibble about the value of their website. If it weren't for Advance Auto Parts well done Internet Marketing Car Battery Strategy I would have bought a battery from one of their competitors today. Instead, I'm going to buy every car battery for the rest of my time in Arkansas from the store I was at this morning.
Can they trace the purchase to their website? Probably not, but it is technically possible. But Internet Marketing is clearly starting to drive offline sales. Thus ends the case study.