Auto Market Weekly: March 12, 2010
New competition strategies
Auto Market Weekly: March 5, 2010
Richard Childress talks strategy
Gas price impacts
Auto Market Weekly: Feb. 26, 2010
Change boosts aftermarket
Proper torque techniques
Hands-free tire changing
A big (truck) winner
Secure Data Release Model (SDRM) (Part 3)
Secure Data Release Model (SDRM) (Part 2)
Secure Data Release Model (SDRM) (Part 1)
Auto Market Weekly: Feb. 19, 2010
Canada and service information standards (Part 2)
Canada and service information standards (Part 1)
Handschuh on the Aftermarket (Part 5)
Handschuh on the Aftermarket (Part 4)
Handschuh on the Aftermarket (Part 3)
Serious About the Aftermarket? - GAAS 2010
Auto Market Weekly: Feb. 12, 2010
HTP MAF Adapter Render
HTP Air Intake MAF Adapters
HTP Billet Thermostat Housings
HTP Adjustable Toe Arms
Adjustable Camber Arms
Matrix Patriot bike
Dura-Block race series vehicle
Lights Out guide
OEM motor oil challenges
Answering phone questions
Evap emissions
Diesel dynamics
Figuring out financials
A rich racing history
The next plan
Moving onto the Internet
University of the Aftermarket donation
Ordonez on Delphi's future
Using the aftermarket matrix
Looking at the global aftermarket
Lord earns AWDA Leader of the Year
AutoNetTV Pro to Pro
AutoNetTV Sales & Marketing
AutoNetTV Customer Service
AutoNetTV Pro Channel Tips
Identifix Fixes On AutoNetTV
Ralph_Bowen, 2 weeks ago| FlagYour Money Tree
Your electronic data is a business asset that can be transformed into a ‘money tree’ if you care for it properly. Good data equates to increased sales, greater speed to market, reduced non-damaged returns and lower printing costs among other benefits.
However, it’s not easy to make a money tree grow in the automotive aftermarket. The ACES standard is a moving target that gets updated (moved) every 30 days. Retailers, Resellers and e-Catalog providers match your data against this target. If your data is rejected because it’s ‘off target’ it can add 90 or more days to your time to market.
Making this responsibility a part time job for someone within your organization, who is not a catalog professional, is a risky decision. It’s very tempting in a tight economy to avoid the cost, but there can be an expensive downside. Your data is only kept up-to-date as time permits. Improper fitments are not addressed in a timely fashion creating returns. Data authoring mistakes create invalid and conflicting records causing lost sales from major delays getting to market.
PIES data that is only filled out to the minimum information requirement puts your products in a competitive disadvantage at the point of sale. A retailer, re-seller, consumer or jobber has a choice of selecting parts that have digital images, installation guides, specifications and other relevant information or parts that don’t. Guess which part gets purchased?
Evokat is a great vehicle to drive your data to market, but it won’t get you there if your driver runs it off the road. If you’re too small or cash strapped to afford a fulltime professional to harvest your money tree think about outsourcing the responsibility to a professional cataloging person that doesn’t have to be a full time employee. We may be able to help find you such a person. Remember, if your salesperson is spending hours trying to decipher the complexities of the ACES standard, they aren’t out selling anything…
Ralph BowenEvokat Subscription SalesIllumaware, LLC.919-341-1650
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