Remington Arms Base CaseBy Edward Cone | Posted 2004-03-01 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.
- 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.
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