Bennett Auto Supply revamps website, marketing efforts
Family-owned Bennett Auto Supply is making the company’s biggest move ever to take on national competitors with a revamped brand position and creative campaign, both designed to supplement the release of a sleek new ecommerce website.
The branding refresh is centered around the company’s new tagline, ‘Do it yourself, but not alone,’ which Bennett hopes will not only effectively communicate the company’s support system and customer service, but also be an effective catalyst to its continued journey to serve a wide variety of clientele.
“There’s a certain sense of pride and dedication for many people that compels them to maintain their vehicle themselves,” says Tyler Reeves, Bennett’s director of marketing. “We understand that notion better than anyone, but we want to remind our customers, wholesale and retail alike, that their relationship with Bennett Auto Supply doesn’t end when they purchase a part. We’re always here to provide the service and advice they deserve to help them get the job done well. The tagline and the new branding efforts aren’t an attempt to change Bennett Auto into something different, they’re a way for us to more effectively communicate what we’ve always been.”
In order to bring that line to life, Bennett has enlisted the help of a fictitious spokesman named “Big Ben,” who will be front and center in several new television commercials, as well as digital and print materials Bennett plans to roll out over the coming months.
In addition to an upgraded marketing approach, Bennett has drastically improved its online presence with an ecommerce platform that offers customers a seamless online experience, from checking out more than 50,000 parts all the way through checking out. The new BennettAuto.com utilizes vivid imagery, a clean design layout and smart search capabilities to provide users one of the most intuitive and easy-to-use experiences in the entire auto parts industry. Some highlights include:
• An easy, free-form search feature that allows users to type in all or a portion of the information they are looking for in order to start a search across millions of parts.
• The ability to save multiple vehicles online in order to search for or see recommended parts specific to that vehicle.
• A live chat feature that will instantly connect the user to a Bennett representative ready to advise them on the purchasing and installation processes.
• Purchasing perks such as same-day in-store pickup, nearest location selection, free shipping on all orders of $75 or more and the ability to return a product purchased online to any Bennett location.
“We’re very proud and excited about this new website and what it will mean for our customers,” said President and CEO Harold Bennett. “At Bennett Auto, we cater to a very diverse customer base - from mechanics ordering wholesale for enthusiastic hobbyists, to people who don’t have a deep understanding of cars whatsoever. Regardless of what our customers’ needs and knowledge base are, this website allows them to experience the same great service they’re accustomed to in-store.”
Family-owned and operated since 1954, Bennett Auto Supply has expanded to more than 30 locations across Central and Southern Florida.
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