Case Study: Alcoa Aluminum Corporation
MARKETING SOLUTION FOR ALCOA SIDING AND ROOFING PRODUCTS
Alcoa Aluminum requested Online Behavioral Marketing to design a web based engineering and marketing solution for loyalty to the Alcoa siding and roofing products from their thousands of distributors worldwide that would allow anyone, regardless of computer or engineering skills, to select, engineer and design aluminum siding and roofing solutions.
Alcoa Aluminum (NYSE: AA) required a simple and easy to use platform with high quality graphics and straight forward engineering modules for a non-technical individual to select products their potential client desired, and engineer complete listings of parts of products and components necessary to price, assemble and build for any house or building.
The platform required the ability to access individual distributor’s existing inventory to determine availability and schedule inventory purchases and installation. This designed solution provided a web based platform that handled all aspect of the project from the initial customer contact and CRM to the customer product selection, engineering, scheduling, inventory and final billing of a job.
A distributor’s sales person is allowed to select the customer contact information automatically from a drop down list of client information which would immediately propagate all of the customer fields for all functions throughout the process from initial contact to final billing, automatically insuring a significant reduction in errors eliminating customer/distributor frustration in scheduling and installation.
The sales person in their first encounter with the potential customer can select from products their local distributor have in inventory, directly in-front of their potential customer sitting and participating. All product attributes, such as color, sizing and selection, was graphically displayed on their laptop coming from an Internet connection, or from a database that was downloaded previous to the meeting for distributor inventory information which they could instantly connect to once they had access to the Internet.
The graphical interface offered customers to be personally involved in the product selection and create excitement for their home or business’s new exterior look, while creating a bond with the sales person.
A non-technical sales person could take simple and straightforward measurements of the house or building that required the siding or roofing. When entering the measurements into a simple graphical interface on a laptop it instantly calculates complex engineering formulas, selects all of the parts and products required for the job, including pricing labor and materials with the final markup, delivery costs, taxes and permits and everything necessary to provide a final contract for the customer that the sales person can print from a portable printer.
This guarantees the sales person accomplishes everything needed while they were on the first call with no subsequent calls required allowing the contract to be, delivered, priced, and totally completed to be signed by all on the first visit with the customer.
Creating excitement with the customer with the benefits of their product and the vision of the final result on their home or business without having to wait for a technical person to come and measure and engineer the solution. This created a faster and smoother path to conversion for the customer and ensured their competitors did not get to the potential customer before a final contract was signed.