Content is King in a Web Marketing Strategy for Top Line Growth

Content is King in a

Web Marketing Strategy for Top Line Growth

February 2, 2011Aftermarket eForum

Content is king,

But…..

content alone doesn’t get it done

2

the key to success isE-commerce…making sales, either online

or offline

3

Online shoppers don’t always purchase online

Online research influences in-store purchases

4

45% of in-store purchases now are influenced by online research (1)

53% of total retail sales will be influenced by 2014 (2)

Sources: (1) Forrester 2009, (2) Forrester March 2010

The definition of “e-commerce” sales can be misleading…

Any electronic order made over the internet could be included

5

Aftermarket online ordering includes

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DIFMThe professional service

provider business

• Purchasing online instead of by phone from a local store for same-day delivery (improving efficiency by placing electronic orders)

• Purchasing online from a non-local store

DIY & Semi-Pro Doing it for friends, a

part-time business

• Purchasing online from a local store• Purchasing online from a non-local

store for delivery to home

Today we will

• Cover the reasons customers go online.• Develop a list of what is important and expected by both

DIY and professional service providers.• Identify and review the top retail and manufacturer sites.• Present a checklist as a guide to improve your site.

7

Content is King

How Big is E-Commerce?E-Commerce vs. Total U.S. Retail Sales

8Sources: (1) eMarketer/Plunkett Research, Ltd 2010; (2) Forrester Research, Inc & data from North American Technographics Benchmark Survey, 2007 - Forecast U.S. eCommerce (non-travel) 2007-2012

2009 3.6%

$131.8 b (1)

2012 10.7% - $334.7 b -

(non-travel, full year est.) (2)

Largest by percentage - est. 2012 (2)55% - $37.1 b - Computer hardware & software43% - $9.7 b - Event tickets35% - $15.4 b - Gift cards & certificates35% - $11.7 b - Music & videos32% - $13.2 b - Toys & video games30% - $3.1 b - Baby products29% - $29.5 b - Consumer Electronics 4% - $30.9 b - Autos & auto parts

254%

Incr

ease

Why Shop Online?All Consumers/All Products (1)

71% - Of U.S. consumers are using the internet (2)

Price is not the driving force for using the internet

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81%77%

61%

56%46%

Column1

Sources: (1) Nielsen Online survey 2007, eStudy by BizRate 2007, (2) SEMA Research & Information Center 2007

Online ActivitiesPercentage of Internet Users Surveyed

Source: Pew Internet & American Life Project, Plunkett Research, Ltd. 201010

89% 88%

81%

75% Series 1

Auto Parts - DIY

80% - Use for high dollar parts, especially accessories

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•“How to” instructions, troubleshooting

•Normal maintenance parts are still purchased at local stores

Simple Maintenance

•Parts are more expensive, 1- price, 2-availability

•Actual purchases may be done from local stores

Mid-Range Repairs (i.e. brakes)

•Specifications, manuals, availability, price

Heavy DIY (i.e. engine/transmission)

•Difficult to source, availability, communication with groups

Vintage Vehicle Enthusiasts

Source: TLG - The Langer Group 2010

Auto Parts - DIFM Professionals

Source: TLG - The Langer Group 201012

Why

use web

Why

not use web

Bay time is worth $$$• Can’t afford to wait for most parts if

ordered from non-local stores

Too slow• Takes too long• Slow internet connectivity• Too many “clicks” – phone call to

store is faster

Sites not easy to use• Too much data to sort through before

finding what is needed

Technical support information

Auto Parts Professional Technicians Use the Web

13Source: Babcox Internet Study 2007

47%

79%

29% 34%

67%

52%Series 1

Auto PartsProfessionals Use the Web

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Series1

84%70%

47%50%53%

59%52%

Counterperson Service Manager/Supervisor

Use full line catalog (store)

Use aftermarket manufacturers’ web catalog

Use manufacturers’ web catalog over 20% of the time

Technicians look up their own parts

Source: NCMA Catalog Use Survey 2008

Professionals Use the Web• Next three slides are details of information from

NCMA surveys of counter personnel, technicians and professional service providers.

• We’ll go through these VERY quickly in this presentation, but we wanted to include this information so when you download the presentation you will have the details and be able to study them more closely.

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Counter personnel and service providers

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What is Important to Professionals


Counterperson Service Mgrs/SupervisorsRank Importance Rank Importance

1 Compete & Accurate Applications 4.83 1 Compete & Accurate Applications 4.652 OE Part Interchanges 4.58 2 Product Images/ Graphics 4.273 Aftermarket Interchanges 4.52 3 Counterperson Questions 4.174 Product Images/ Graphics 4.47 4 Technical Info/ Specifications 4.165 Technical Info/ Specifications 4.31 5 OE Part Interchanges 4.106 Counterperson Questions 4.26 6 Footnotes & Comments 4.107 Footnotes & Comments 4.25 7 Look up Applications by VIN 4.008 Look up Applications by VIN 3.82 8 Aftermarket Interchanges 3.979 Product Features & Benefits 3.66 9 Product Features & Benefits 3.56

* 1 to 5 Rating (5 is most important)

What is Important to ProfessionalsFull-line (retail) electronic catalogsWhat is Important in Full-Line Electronic Catalogs to Professionals?


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1 Applications: 4-15 years 4.65 1 Applications: 4-15 years 4.50

2 Timeliness of Manufacturers' Updates 4.53 2 Timeliness of Manufacturers' Updates 4.313 Consistency with paper Catalogs 4.46 3 VIN Code Look-Up 4.294 Product Images & Graphics 4.43 4 Product Images & Graphics 4.245 Applications: 1-3 years 4.39 5 Look-Up by Part No. 3.996 VIN Code Look-Up 4.20 6 Consistency with paper Catalogs 3.857 Look-Up by Part No. 4.11 7 Applications: 1-3 years 3.858 Applications: 16 & older years 3.90 8 Product & Performance Specs 3.659 Product & Performance Specs 3.75 9 Applications: 16 & older years 3.41

10 Product Features & Benefits 3.49 10 Installation Instructions 3.4111 Installation Instructions 3.29 11 Product Features & Benefits 3.40


What is Important to ProfessionalsManufacturers’ online catalogsWhat is Important in Manufacturers' Online Catalogs to Professionals?

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1Timeliness of Manufacturers' Updates 4.46 1 Applications: 4-15 years 4.36

2 Product Images & Graphics 4.42 2Timeliness of Manufacturers' Updates 4.29

3 Applications: 1-3 years 4.42 3 VIN Code Look-Up 4.194 Applications: 4-15 years 4.41 4 Product Images & Graphics 4.165 VIN Code Look-Up 4.20 5 Applications: 1-3 years 3.986 Look-Up by Part No. 4.14 6 Look-Up by Part No. 3.967 Applications: 16 & older years 3.94 7 Applications: 16 & older years 3.558 Product Features & Benefits 3.48 8 Installation Instructions 3.549 Installation Instructions 3.36 9 Product Features & Benefits 3.44



What is Important to ProfessionalsThe “short” list

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Application listings – complete & up-to-date, including older vehicles

Product images & drawings

VIN code look-up

Part number look-up

Product features & benefits

Product & performance specifications

Installation instructions

Top Replacement Products(1)

• Air filters• Fuel filters• Transmission filters• Wiper blades• Car batteries• Brake rotors• Brake pads• Headlamps• Spark plugs

20

Who is the Online Competition?

Amazon

AutoZone

Advance

Auto Parts

AutoAnything

Bosch

Auto Parts W

harehouse

eBayFra

m

Car-Stuff

Pep Boys

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15 128 8 7 7 7 6 6

Times listed on first page of Google search results

Source: (1) IMR

Looking for “Auto Parts” (based on the number of times listed on first page of Google Search results)

• Top Sites• Advance Auto Parts• Auto Parts Warehouse• JC Whitney• NAPA Online• Parts Train• Pep Boys

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Search Engine OptimizationSEO is a seminar in itself…however, to improve search results

• Frequent updates of key words in page headers, text and image captions

• Metatags• Loading news releases, newsletters• Use blogs and forums for technical and installation tips• Product features & benefits• Product & performance specifications• Installation instructions

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How does your website’s features compare to these manufacturers?

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• Federal-Mogul• Delphi• ACDelco• Affinia

• Honeywell• SMP• UCI• Tompkins/Gates

• Tenneco• Cardone• Coni-Seal• Stant

Key types of features found on manufacturer and retail sites

24

Benchmark Checklist

Basic information

Additional information

Installation & training

Social interaction

Sales Easy-to-use features

Most manufacturers present their data more clearly than retailers• Manufacturers have limited product types• Retail sites blend product data from all

manufacturers• Specific application data is frequently in a

comment or description field

25

Benchmark Checklist

Basic Information

• Vehicle Applications• Product Description• Pictures• Specifications• Features/Benefits/Selling Info• Quantity per Vehicle• Warranty Information• Buyer's Guide• MSDS Information

Benchmark Checklist

Many manufacturers and retail sites make searches easier by selecting a job vs. a part type • All products available are displayed

together• Related jobs are presented as

options• Retailers offering multiple brands

can show recognized brand logos

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Additional Information

• Look up by Product Category• Look up by Job• Related Products to Job• Recommended Tools for Job• Related Jobs• Brand Logos with Part Nos.

Look up by Product Category, Job, Part No.• Recommend related jobs, related products

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Benchmark Checklist

• Troubleshooting information should be provided so products are not needlessly replaced

• Replacement and installation instructions• System training• Manufacturers and retailers usually

offer phone and e-mail options or store locations

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Installation & Training

(printable/videos)• Troubleshooting Info• Installation Instructions• System Training• Immediate Help

Look up Part No.• Job diagram links common solutions

29

Benchmark Checklist

• Customer product ratings impact sales• Consumer reviews are significantly more

trusted – nearly 12 times more – than descriptions from manufacturers. (1)

• High product rating will increase likelihood of purchase for 55% of consumers. (2)

• Customer reviews are the most effective social tactic for driving sales followed by question and answer features. (3)

• Remember the customer and their history on your site

• Build a relationship• Speed product selections

30Sources: (1) eMarketer, Feb. 2010 survey of internet users, (2) eConsultancy, July 2010), (3) E-Tailing survey Sep. 2009

Social Interaction

• Rate the Products• Comments on Products• Feedback on Site• User Lookup History

Look up Part No.• See customer ratings

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• Making sales is the key to success

• Manufacturers• B2B in secure are for approved

customers only

• Retail stores• B2B and/or B2C in secure area for

approved customers• B2C in public area with security for

customer information• Some refer customers to brick-

and-mortar store locations

Benchmark Checklist

Sales

• Inventory Available• Price• Shipping Options• Payment Options (Secure)

Benchmark Checklist

• Fewer decisions and “clicks”• Sites work and information delivered

faster• Eliminate decisions not required• Some sites deliver “no part” after a

series of decisions• Many searches can be done in a single

field, including looking up applications• An integrated thesaurus allows use of

multiple and common terms• Oxygen sensors, O2, etc.

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Easy-to-Use Features

• Few Decisions & "clicks"• No "dead ends"• "Google" Type Search Field• Thesaurus• Search by Part No.• Search by Description• Search by VIN• Search by OE No.• Search by Aftermarket No.• Multiple Languages• Troubleshooting with Part• "Compare" Products

Few Decisions, Fewer “Clicks”• No “go” required, automatically displays next options• Text search allows additional options for fast lookups

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Benchmark Checklist

• VIN lookup can eliminate errors• Once again, a “Google” type

search field can be used• Multiple languages make one

site available to more customers• After part lookup is complete,

link troubleshooting and training

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VIN “Google” Search• Partial VIN to VIN list – select VIN – Fill in YMME

36

Benchmark Checklist

“Compare” has many uses• Identify the correct part

• For retail sites, many application details are included in the product description field . Comparing similar products helps identify the correct part.

• Features, benefits, selling information

• Product quality options• Pricing options

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Compare Products• Identify correct parts• Features, benefits,

selling information• Product quality• Price

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Benchmark ChecklistKey features found on manufacturer and retail sites

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Basic Information

• Vehicle Applications• Product Description• Pictures• Specifications• Features/Benefits/

Selling Info• Quantity per Vehicle• Warranty

Information• Buyer's Guide• MSDS Information

Additional Information

• Look up by Job• Related Products to

Job• Recommended

Tools for Job• Related Jobs• Brand Logos with

Part Nos.• Installation &

Training• Troubleshooting

Info• Installation

Instructions• System Training• Immediate Help

Social Interaction

• Rate the Products• Comments on

Products• Feedback on Site• Your Lookup History

Sales

• Inventory Available• Price• Shipping Options• Payment Options

(Security)


• "Google" Type Search Field

• Thesaurus• Search by Part No.• Search by

Description• Search by VIN• Search by OE No.• Search by

Aftermarket No.• Multiple Languages• Few Decisions &

"clicks"• No "dead ends"• Troubleshooting

with Part• "Compare"

Products

Benchmarking

• Many companies do some review of other sites, usually competitors

• No regular and formal methods were identified

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Where are We Now?

Automotive Aftermarket

• Delivery Standards are set• Basic information required has been

identified

AAIA

• ACES vehicle applications• 80-90% of manufacturers provide

compliant data• PIES (Product Information Exchange

Standard)• 40-60% of manufacturers provide

compliant data• Pictures are usually compliant• Other information is frequently

provided in non-PIES formats• Providing data in PIES increases the speed

data can be delivered to all customers…counter personnel and online

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Future - Online & In-Store

• “Information on demand” is closer than ever

• Smart phones ARE PCs with internet connectivity

• Think cross-channel – online and brick-and-mortar

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• Use all resources to PROVIDE

information - In-store UPC or QR codes - Mobile

phone scans code for link and instant product information

The future is NOW - Moving fast… AND getting FASTER

• Search for information• Comparison shopping• Product ratings• More…

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Are you KEEPING up With information, competition and Changes?

Action Items

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• Faster is better• ACES and PIES formats• All information

Manufacturers: Supply Data

• Build online relationships• Where possible, integrate online with stores• Generate customer input and referrals

Retailers:Use Data

• So you are aware of technology, competitors and social change in our industry

All: Benchmark

“An organization’s ability to learn, and translate that learning into action rapidly,

is the ultimate competitive advantage.”

Jack Welch, former CEO of General Electric

“It’s simple, but not easy.”

Lou Epstein, The Partnership Foundation

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THANK YOU. TOM MARX

CEO/President

[email protected]

415.453.0844 ext. 106

To download the Benchmark Checklist visit www.themarxgrp.com/benchmarkchecklist.pdf

JOHN NODSON

Market Specialist

[email protected]

914.482.0683