Digitised 4,200 SKUs into a searchable farmer-facing catalogue – quote volume up 3.4x.

The story

Waikato Tractors carries a deep range of Massey Ferguson, Fendt and Valtra machinery alongside thousands of parts, but the practical knowledge of what was in stock, what fitted which model and what it cost lived in the heads of a seasoned parts team and on the showroom floor rather than anywhere a customer could reach. To check availability or get a price, a farmer had to ring during business hours or drive in, which works on a quiet Tuesday but not at 9pm in the middle of harvest when a header is down and the job has to be back running by morning. That friction meant a steady stream of out-of-hours and out-of-region demand quietly slipped away to whoever could answer first. The dealership knew its 4,200-SKU range was a genuine competitive asset, but only if farmers could actually find and act on it themselves. The hard part was doing that without piling more onto an already busy parts counter: any solution had to turn vague, real-world enquiries into structured, ready-to-price requests rather than generating a flood of half-formed leads. Waikato Tractors wanted its full catalogue searchable and quotable online, with enquiries arriving clean and routed to the right person, so the team could spend its time pricing and selling instead of fielding repetitive phone calls.

What we built

1. 01

   Digitised Waikato Tractors' full parts and equipment range, spanning Massey Ferguson, Fendt and Valtra machinery, into a single clean, searchable, farmer-facing catalogue

2. 02

   Added fast plain-language and part-number search so a farmer can find the right fit by machine, model or symptom rather than needing to know the exact code

3. 03

   Built a simple quote-request flow that captures the machine, the job and the urgency, then packages it as a structured, ready-to-price enquiry

4. 04

   Routed every enquiry straight into the dealership's CRM and on to the right parts or sales person, so nothing falls through the cracks after hours

5. 05

   Surfaced compatibility and fitment guidance in the results so customers land on the correct part for their model the first time

6. 06

   Tuned search relevance against the parts team's own language and real farmer queries so the most likely answer sits at the top of the list

“A big share of our quote requests now come in after the gates are shut. A farmer finds the part for their tractor online, tells us the machine and the job, and it lands with the counter already structured and ready to price first thing in the morning. We're reaching growers well outside our usual patch, and the team spends its day quoting real work instead of answering the same phone questions over and over.”

Results at a glance

• Farmers can browse the full range and request quotes at any hour, including evenings, weekends and the thick of harvest when the counter is shut
• The parts team now receives structured, ready-to-price enquiries with the machine and job already captured, instead of piecing it together over a guesswork phone call
• The dealership's reach has extended well beyond walk-in distance, pulling in demand from across the wider Waikato that previously went elsewhere
• Repetitive 'do you have this and what's it cost?' calls have eased off, freeing the counter to focus on pricing and selling