How Bailey bridges their website and catalogs with FlippingBook Salespal
Bailey International is an innovative American manufacturer and distributor of mobile hydraulic components. For more than 39 years, they have provided the mobile hydraulic industry with quality standard and custom products at competitive prices.
For decades, Bailey utilized printed catalogs as the main marketing tool to communicate product information and sell products to their customers.
Our catalogs have been the main source of product information, which our customers use to place orders with us. They would take a catalog, find the part they needed, and call us to place an order.
However, the industry has gradually changed from print to digital. Bailey developed an industry leading ecommerce website, but they couldn’t abandon the “ordering via catalog” system, as that was a large portion of their customers’ preferred ordering method. Needing to bridge the gap between digital and print users, Bailey started to look for a way to create e-catalogs for their customers’ use.
With FlippingBook’s help, Bailey began to successfully use digital product catalogs on their website in 2014. They were seeing around 2,000 users per month access the digital catalog, but felt they needed to go further and provide both their sales team and customers with the catalogs on mobile devices.
We saw a tremendous spike in ecommerce sales from phones and tablets, and that was our motivation to go with the app. The accessibility of the catalogs from a smartphone—even offline—is a powerful tool for our sales team and customers, eliminating the need for print
Looking for solution
When the Bailey team began looking for a solution that would help them go digital with their printed catalogs, it was important for them to find a solution with excellent navigation that was cost-effective and easy to create. Luckily, they found FlippingBook Salespal.
I was able to experiment with the demo—I put some content into FlippingBook Salespal and was able to search for items easily. That sold it for me.
“What was also great was the ability to download the PDF and individual pages. That’s huge – our customers request PDFs quite often. For example, they can download a page, print it, mark it up, say what they want, and email it instead of calling in the order.”
At this moment, Bailey mainly uses Salespal as a sales tool. Their sales team has 14 people in total, and all of them use the app to some extent.
When they are with customers, it’s easier to pull the catalog up on their tablet or smartphone, and they can navigate around it pretty easily using the search tool and table of contents. This allows them to discuss the product with the customer having all the information right there”, says Stoltz. “And once they see the sales person use Salespal, the customer can do it themselves. This kind of mobile app is something new for the industry, so we feel like there’s a little bit of training and communication needed to get the app used by the end-users. But once they see it used, they like it.
Another important change for Bailey was the simplified maintenance and updating of catalogs. With FlippingBook, they can fix any mistakes and update the content in a matter of minutes, preventing the information from going stale. “I publish an update to our catalog at least once a month,” says Stoltz. “So if there’s an error, instead of having thousands of dollars tied up in printed material, we can just publish that update digitally and then communicate it via email to our customers.”
The features Bailey looked for in their digital catalogs and mobile app were:
- Good text search and table of contents for fast navigation
- Ability to download original PDF and print out specific catalog pages
- Cost effective and easy to maintain
Bailey is quite happy with their catalog and Salespal. Face-to-face communication with their customers has become much easier, as well as keeping catalogs up-to-date. Just recently, they published an app for Google Play in addition to their app on the Apple AppStore. Bailey is quite optimistic about them: “Now that we have a Google app, we’ll go forward and definitely market it more and get even more use out of our digital properties,” says Stoltz.