Making Money With Technology

Growing Automotive Components Business with Technology

October 15, 2008

  • Adrienne Szewczyk Adrienne Szewczyk

Phillip Choi, the moving force behind the success of Silla Cooling, decided not so long ago that he wanted to add something new and innovative to his operation. Over the course of two decades, Silla opened facilities in 20 locations across the country to provide radiators and condensers to people in the automobile industry. Mr. Choi was determined to add a new profit center to the business. His solution: direct online sales.

Silla Cooling products are known for their high quality and reliability. The company promises to deliver the right product every time, and they guarantee that every plug and fitting will be included in the package. The company makes every effort to ensure that it all meets their high standards.

Silla makes good products, and people want them. Radiator service centers and parts stores around the US stock and install Silla systems, and they swear by them. In the past, though, customers who wanted a Silla product had to go to a dealer or a Silla service center to get parts. Not so any more.

Like so many firms in so many industries, the company launched a web site to advertise its products, but it was little more than an online brochure. The product information was there, and the company’s phone number, but that was it. There was no “click here to order,” no online shopping basket for customers.

Mr. Choi fixed all that. He adopted an online form backed up by an electronic database to let registered customers shop for products, get quotes, place orders, and track their order status. Today, customers who want a Silla cooling system for a car can go to one of Silla’s service centers, or they can get on the web and take care of business.

Silla Cooling has continued to grow their physical presence, offering products and services out of  45 different shops and centers. There are still those who don’t have access to the warehouse in Phoenix, Arizona or the one in Schenectady, New York, and for them, the opportunity to shop online is a real advantage. Don’t worry, though; the company website still has the static page that explains how to install and test your car’s new heating and cooling system.