American Suzuki has endorsed a new dealership website provider that claims to offer more customization — including virtual dealership tours — than what’s been available.
Dave Waugh and Melo Gusman founded Systematyx last year in Chino, Calif. “Over the years I’ve been involved with several powersports dealers,” Waugh says. “In one case, the [dealer’s website] needs were critical. We engaged the familiar providers looking for solutions to our dilemma with no acceptable results. … As other large dealers have done, we decided to investigate building our own custom site, and build it we did.”
The resultant website performed well, Waugh says, but required a full-time employee to manage daily updates and maintenance.
Waugh and his team decided to develop a similar content management platform that was user-friendly and could be replicated in a cost-effective manner. After a year, the Systematyx platform was completed and ready for testing in mid-2010.
Four dealers are now using the system, including Fun Bike Center (www.funbike.com) in San Diego. “We had traffic on our [former] website, but it was not showing up in the store as we had hoped,” Fun Bike Center COO Gary Roundy says in a testimonial provided by Systematyx. “This new platform let a consumer know what we built, and they started showing up once it was launched. … We have also found that our customer base reached way farther than it used to.”
Among the platform’s features: 3-D panoramic virtual tours (see the Fun Bike home page for an example), microfiche for OEM parts, an interactive events calendar, and a slick “Meet the Staff” section (also demonstrated on the Fun Bike home page). The platform is blog- and video-enabled, and is said to be optimized for search engines.
The platform’s Bike Shelf allows dealers to market new and used vehicles with customizable displays and videos. The tool allows dealers to price units more easily, and to post them on Cycle Trader or Google Shopping outlets. Bike Shelf offers site visitors a secured finance application and even accepts deposits over the Internet.
Power Log Pro is Systematyx’s customer relationship management (CRM) system featuring the interactive dashboard shown here. The system acts as both a traffic log and an inventory management tool that displays a snapshot of the store’s major-unit inventory by brand and age, allowing dealers to identify what needs to be sold. Managers even can access this data via a mobile device. “I can be off-site and access our sales stats on my iPad anytime from anywhere,” Roundy says. “Keeps my finger on the pulse.”
A Systematyx e-commerce account allows dealers to price and merchandise parts and accessories. The account is integrated with Google Checkout “to minimize the exposure a dealer has to fraud for online purchases,” Waugh says.
Suzuki has partnered with Systematyx to provide its dealers’ websites with a direct link to the consumer site at www.suzukicycles.com. For Suzuki dealers who want to keep their current website, Systematyx will soon offer a Suzuki-only plug-in “to enhance the brand’s image” (contact the company for details).
Also for Suzuki dealers: Systematyx services are eligible for direct bill to their Suzuki parts account.
Unlike the major website providers, Systematyx claims each of its dealership websites is a one-off application that doesn’t share data with the others. Says Waugh: “We do not expect or intend to directly compete with the major providers in the business — who do a great job, by the way — as our platform is best suited to dealers wanting a custom image and are willing to dedicate the resources to make the platform perform.”
Waugh handles business development and sales for Systematyx, which also employs seven people dedicated to site construction and dealer support. Waugh’s partner, Guzman, leads the company’s technical side.
Before building a dealer’s website, Systematyx visits the store to capture images and determine the dealer’s specific needs. Dealers pay a setup fee before this on-site visit but after an “analysis for fit.” They then pay a monthly maintenance fee for ongoing service.
The initial setup fee for a full Systematyx website is $4,750, and the monthly maintenance fee is $945. “There is a 30-day process from date of commitment to activation, which includes market research,” Waugh says. “We anticipate an average of two weeks of intense support after activation.” There is no long-term contract.
Systematyx monitors each dealership website’s statistics on a regular basis, and forwards performance data and suggestions to designated dealer staff. An online user’s manual for each website is password-protected, and tech support is available Monday through Friday, 9 a.m. to 5 p.m. Pacific Time.
Systematyx can also provide graphic design support for dealer campaigns and promotions, with most such projects costing $150. “We are also capable of assisting with printing,” Waugh adds.
Systematyx also builds a Suzuki-only website with a direct interface for www.suzukicycles.com. This service has a $300 initial setup fee and a $199 monthly maintenance fee.
Finally, a custom “3-D Panoramic Mask” over an existing website has a $3,000 initial setup fee and a $500 monthly maintenance fee.
Posted by Arlo Redwine
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