Putting a focus on your Web site

Crystal-Pierz Marine’s (Ranked 4 in 2005) Web presence is extremely customer-centric, going far beyond highlighting products for sale at its dealerships. Customers can also take a survey to help them determine what kind of boat they should be shopping for. They can fill out an online credit application, or a form that allows them to learn how much a potential trade-in might be worth. They can buy parts and accessories. They can participate — and many obviously do — in the discussion forums, on topics that range from product and technical advice to favorite fishing holes.

That online focus has paid dividends, and Crystal-Pierz now possesses a database of more than 10,000 e-mail addresses, which enables it to send out newsletters with news content, special offers and sales.

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