Remington Arms Base Case

By Edward Cone  |  Posted 2004-03-01 Print this article Print

Gun buyers want more than just information. They want a relationship. So Remington Arms went online and triggered more response than anticipated.

Remington Arms Base Case

Headquarters: 870 Remington Drive, Madison, NC 27025

Phone: (336) 548-8700

Business: Manufacturer of rifles, shotguns, ammunition and accessories.

Technology Project Leader: Sam Grecco, vice president, e-business

Financials in 2002: $403 million in sales

Challenges: Provide rich product information to customers with Web site; strengthen relationship with gun buyers and retailers; and cut costs on marketing and support materials.

Baseline Goals:

  • Reduce number of weekly customer phone calls, from more than 11,000 to 8,000.
  • Shrink the rate of abandoned service calls, from 12.1% to 3.4%.
  • Reduce time needed to respond to customer e-mails, from more than a week to less than two days.
  • Eliminate $100,000 in magazine distribution and printing costs.

Senior Writer and author of the Know It All blog

Ed Cone has worked as a contributing editor at Wired, a staff writer at Forbes, a senior writer for Ziff Davis with Baseline and Interactive Week, and as a freelancer based in Paris and then North Carolina for a wide variety of magazines and papers including the International Herald Tribune, Texas Monthly, and Playboy. He writes an opinion column in his hometown paper, the Greensboro News & Record, and publishes the semi-popular EdCone.com weblog. He lives in North Carolina with his wife, Lisa, two kids, and a dog.

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