July
9 -- Briggs and Stratton's Snapper and Simplicity brands will begin selling
certain lawnmower parts online to consumers. Briggs is citing increased demand
from some consumers to shop for parts online, as opposed to the more traditional
visit to an independently owned servicing dealership.
“Briggs
and Stratton wants to assure that its consumers who prefer to shop online have
access to original branded equipment parts for their Simplicity and Snapper
products,” says Troy Blewett, director of dealer channel marketing for Briggs and
Stratton.
Select
parts will be available on both the Snapper and Simplicity websites starting
July 17, 2013.
According
to a memo to dealers from a Briggs representative, each website will provide
the opportunity for consumers to find their nearest dealer, along with an
online option to purchase OEM parts. The dealer locator search function will
assure that consumers understand that they have a local dealer for all of their
parts and service needs, the memo states.
“Briggs
and Stratton continues to make every effort to drive consumers into its
dealers’ brick and mortar stores,” says Blewett. “On each page of the online
shopping module, a dealer locator is prominently displayed. In fact, it is our
plan to use this selling tool to increase brand awareness thereby driving more
footsteps into our dealerships.”
Generally
speaking, dealers are not happy as they will likely lose some parts business;
consumers already expressing a desire to buy parts online will forego the
locate-a-dealer option.
Many
dealers already have robust online parts selling capability, but many do not.
Briggs assures there is faith in dealers to meet demand and tools made
available to support their individual online sales efforts.
“We
have great faith in our dealers’ abilities to sell our end products and our OEM
parts in their local markets. Not all dealers, however, engage in online
selling,” explains Blewett. “Additionally, for our dealers who are selling
parts online (or who would like to start), Briggs and Stratton offers a variety
of online tools they can use to increase their local search capabilities and
drive more consumers to their own websites. In fact, our branded websites link
directly to those of our dealers.”
Some
suppliers, such as Toro and Rotary (aftermarket parts), do sell parts to
consumers online, but filter sales through the appropriate dealers.
The
Briggs memo also stated that it's important for the company to provide
customers with the original branded equipment parts for trusted brands such as
Snapper and Simplicity. Thus, an option to buy online is necessary. The company
says dealers will maintain the most competitive pricing on parts.
“Prices
are full list plus freight charges and tax where required,” says Blewett.
“Dealers will always be more competitive in terms of price. Again, our goal is
to provide an avenue for original equipment parts sales for online consumers.”
The
Briggs memo also stated that it's important for the company to provide
customers with the original branded equipment parts for trusted brands such as
Snapper and Simplicity. Thus, an option to buy online is necessary. The company
says dealers will maintain the most competitive pricing on parts.
“Prices
are full list plus freight charges and tax where required,” says Blewett.
“Dealers will always be more competitive in terms of price. Again, our goal is
to provide an avenue for original equipment parts sales for online consumers.”
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