Cooking a delicious meal means more when operating a large commercial kitchen at a restaurant. So, when you need new equipment or a replacement part for your kitchen, you want to know exactly where to go to get the best of the best. You want an easy, quick way to find what you’re looking for and get it. You need Heritage Parts.

As one of North America’s largest replacement parts distributor for commercial kitchen equipment, Heritage Parts provides access and fast shipping to parts and technical information from more than 800 foodservice manufacturers. But to compete with other foodservice parts providers, Heritage Parts and DEG collaborated to help the brand launch its new mobile app, getting messaging out to the right amount of cooks in kitchens across the U.S. and Canada.

The Problem

Customers are always on the move and need an easy way to identify and purchase kitchen equipment parts, as well as speak directly with customer service reps. They desire a mobile-friendly interface, inventory visibility, real-time pricing, self-sufficiency, and part research tools. Although Heritage Parts is known for its excellent customer service and shipping, it needed a mobile app to better compete in the foodservice parts industry and deliver what customers wanted.

KEY STAT: Nearly 98% of customers begin their part search using a mobile device. © Gorilla Group

Heritage Parts approached DEG to develop an app launch strategy to deploy in a few months. The brand wanted to launch with a video, but allowed DEG to build off that to create an omnichannel solution for targeting both current and new customers to raise awareness for, and increase downloads of, the mobile app.

The Solution

With the launch of the Heritage Parts mobile app, customers were able to share photos and videos directly with customer service reps for identification, download and save equipment manuals for offline access, purchase and track orders, and live chat with a parts expert. DEG worked with Heritage Parts to build a complete launch strategy that would not only communicate all these convenient features but do so across multiple channels.

To begin, DEG created two videos showcasing the functionality and usability of the app. The first was a live-action video taking customers through the process of using the app during a day in the life of a repair technician. A second video was built using animation to feature the functionality of the app for any user. Both videos were duplicated into three versions to match the three target audiences: customers who spoke English in the U.S. and Canada, and those who spoke Canadian French. All of this occurred on an accelerated timeline to meet the targeted app launch date.

DEG’s comprehensive strategy included content, timing, segmentation, and re-targeting recommendations. The campaign consisted of a landing page for the live-action video, paid media banner ads, organic and paid social, and a customer email journey.

“Everything I’ve ever needed, they’ve been able to help me with.” — Heritage Parts customer © Gorilla Group

The Results

Interest around the app was apparent from the start. In the first month alone, the email campaign had more than 35,000 unique opens and 3,500 unique clicks, directing customers to the landing page where they could download the Heritage Parts mobile app. That interest quickly turned into conversions as the app was downloaded by more than 13,000 customers and processed more than 1,000 orders in only two months, demonstrating the smoother purchase conversion path now available to customers on mobile.

This campaign consisted of the biggest technology launch in the brand’s history. With plans to continue promoting the mobile app in 2019, with more strategy and content creation from DEG, Heritage Parts is whipping up a delicious batch of personalized customer service in the palms of your flour-dusted hands.

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