ZaneRay Reimagines RV Sales Online for Keystone RV
As the largest towable RV company in North America, Keystone RV has taken their digital strategy to a whole new level. Keystone underwent a full digital transformation in 2020 by launching a new, high-performance website. Designed for all types of RV customers, the website offers customer engagement at every level, whether a first time buyer or a seasoned repeat customer looking to upgrade their RV.
ZaneRay formulated a technical strategy with the brand that included a headless architecture for the new website that offered the ability to integrate many of the Keystone internal systems. As a cornerstone of their digital marketing and sales strategy, Keystone worked with ZaneRay to design and develop a dealer application designed to educate, incentivize and offer a digital sales tool on mobile devices. The headless architecture strategy enabled ZaneRay to develop the new dealer tool as a progressive web application (PWA) instead of a native mobile app, saving Keystone significant costs for both development and ongoing support.
The PWA, branded as Keystone Ignite, leverages much of the website content for product and branding data, product specifications and other selling tools, a huge benefit of the PWA strategy where product data is centralized and maintained in one location. Integrated are a few 3rd party solutions that allow dealers to take online courses, earn points for incentives, and access key product details while engaged with their customers on the lot. A great deal more is planned for this game changing tool as Keystone learns from their dealers how they use it and what else they would like to see in the app.
The results for Keystone have been significant. The dealer tool has had massive adoption by thousands of dealer sales personnel and the website lead generation has hit all time levels since the launch in late 2020.The Keystone digital team was able to launch an entire new product immediately after launch without having to involve any development, a significant change from their previous platform. These results are meeting the digital channel goals set out by the Keystone brand and have established a solid foundation for the future.
Visit the site at: http://www.keystonerv.com