This is a strategy, Fontaine said, that all sites can use to give themselves credibility and to give buyers convenience. Another key, she said, is listening to online customers and giving them what they want. For example, her team got a number of requests from users for brochures they could print out, so the site now lets them do that. In fact, she said, business is brisk at the personal accessories area. And more's coming.
Owners can sign up for e-mail reminders about service.
For example, they can be notified online about the days and times service appointments can be scheduled. Mercedes, Fontaine said, is using the Web to enhance what is already a close relationship with owners, maintained up until now by telephone and mailings. The company has 400,000 customers, and McClanan said it's on track to be profitable at the end of the year, although he wouldn't disclose revenues. There are four keys, he said. The first is to simply make sure the site can do what it promises.