Your Source for Up-To-Date News and Research on the Collision Repair Industry 

 

click here to subscribe to the FREE INSIGHT Editor's Desk News Alert Email

SUBSCRIBERS-ONLY
Today's News
INSIGHT This Month
INSIGHT Archives
Survey Center
Letter to the Editor

Business Tools
Subscription Information
CSI Reporting
Financial Analysis
IRS Audit Guide

Management/
Technical Info
Market Watch Rates
INSIGHT Inside this month's issue...

Feedback
Letter to the Editor

Helm Inc. Earns $10 Million Selling Auto Repair Manuals Online

Helm Inc., a marketing communication services firm based in Highland Park, Mich., earned e-commerce revenues of $10 million from the online sales of its automotive repair manuals in the last three years.

In 1998, Helm became the first to offer original OEM automotive repair manuals online, allowing consumers as well as dealerships to purchase the manuals at www.helminc.com . Since then, Helm's online bookstore has drawn more than 3 million unique visitors (now averaging 1.5 million a year), and has achieved a sales conversion rate three times higher than the industry average. This e-commerce success is attributed to customer research and responsiveness.

"By utilizing e-commerce to extend our core business, we remain focused on our service, which expands exposure for our clients and increases sales to end consumers," explains Bob Malkiewicz, vice president of sales and marketing at Helm. "If e-commerce is utilized as an additional channel, its benefits can be fully realized as part of an integrated service solution."

Helm sells 70 percent of all automotive repair manuals distributed in the U.S. With the addition of a customer relationship management program and a targeted marketing plan, Helm's e-commerce book sales are on target to reach $8.7 million in 2002, a significant increase from 2001 sales of $5.5 million.

Helm currently also manages e-commerce programs for clients including Ford Quality Care, NAPA and Bendix. Helm Incorporated is a leader in the marketing services industry, specializing in fulfillment, distribution, retailing and marketing of client products since 1943. Helm aims to become a complete auto care resource for dealers and the aftermarket by expanding its online product offerings to include electronic service information, OEM promotional goods and dealer service/supply items.

©2002 Collision Repair Industry INSIGHT
All Rights Reserved

FEATURED
LINKS:

INSIGHT Supports the NABC!
Do You?