Snap-on Inc., in Kenosha, Wis., sells to its customers from a highly visible fleet of vans owned by its 6,000 franchisees. The site also lets its traditional customers shop at times that are convenient to them.
Early measurements show that shopping takes place at all hours of the day.
A van driver's weekly sales calls to a garage may not be quite as convenient, Biland says. Of course, a company as dependent upon its distribution channels as Snap-on also must make sure that its partners are tied into its system. When shoppers log on to the site, the first thing it asks is whether they have a dealer. If so, the dealer gets credit for the sale. Shoppers who don't have a dealer and could use one are assigned one based on location.