By Ashley Reyes
In the dynamic world of the specialty-equipment automotive aftermarket, maintaining top-notch data quality is not just important--it's essential. Rigorous data management ensures accurate product content across reseller platforms, minimizes purchasing errors, and empowers resellers to streamline their operations, delight customers, and boost sales.
Released in February 2024, the SEMA Data Scorecard v3 is a comprehensive tool designed to guide manufacturers in improving the quality of their product data. This new version introduces more stringent requirements for attaining the SEMA Data Excellence status. With each tier--Bronze, Silver, Gold and Platinum--comes the challenge of creating and cataloging additional fields of product information.
As we gear up for the 2024 SEMA Show this November, SEMA Data is getting ready to honor brands that have demonstrated exceptional commitment to data proficiency through its SEMA Data Excellence Awards. These awards, presented during the SEMA Data Users Group Meetup on Monday afternoon, commend those manufacturers who have met the stringent data requirements of the v3 Scorecard and industry data standards. For the Gold level, 100% coverage on designated fields is necessary. The Platinum level, however, goes beyond just data completeness, requiring adherence to qualitative standards. Those with data scoring Gold and Platinum status are distinguished as having achieved Data Excellence.
"The SEMA Data Excellence Awards incentivizes brands to provide the very best, accurate and comprehensive product and technical data for customers," said Gigi Ho, SEMA vice president of technology, data and strategic initiatives. "This enables resellers to receive complete and precise product data to power their systems, point of sale and eCommerce stores."
As of July 2024, the top contenders for the 2024 SEMA Data Excellence Awards are Advanced Clutch Technology, Inc., Borgeson Universal Company, and LEED Brakes--all of which hold a Platinum ranking.
"We find that the higher data quality we provide, the more interest we get from retailers, especially online retailers," said Jeff Grantmeyer, sales manager at Borgeson. "Boregson strives to create and maintain the highest-quality product data, and I take personal pride in this. When I first heard about the new scorecard changes at the Motorsports Parts Manufacturers Council Media Trade Conference, I believe my response was 'challenge accepted.'" Grantmeyer said he then made it his mission to rework the Borgeson product data to achieve the new Platinum status.
While manufacturers benefit from enhanced reseller partnerships, well-organized data makes it easier for customers to make informed decisions when shopping for automotive parts. Without it, customers may struggle to find the exact part they need or end up buying incorrect parts that do not fit or function properly. Accurate data ensures that customers can buy from brands they trust.
For resellers, being able to access the most current and comprehensive product data is invaluable. Not only is SEMA Data the largest industry product database with more than 650 brands and a collective inventory of more than 4.5 million parts, but their unique approach enables resellers to access data exports in exactly the right format for their systems, whether that be full PIES and ACES XML, or a custom spreadsheet format. To date, more than 4,750 resellers are signed up with SEMA Data, including all major warehouse distributors and retailers in the industry, and chain stores like AutoZone and O'Reilly. This underscores the critical importance for manufacturers to produce industry-leading product data sets.
In addition to receiving a trophy, SEMA Data Excellence Award recipients gain widespread recognition in SEMA News and SEMA social media. Honorees are also prominently featured in the SEMA Show Banquet program, as well as on carpet ads on the SEMA Show floor near their booth and in the Featured Products Showcase area, ensuring maximum visibility.
"Achieving data excellence is no small feat and requires diligence and commitment," said Ho. "We look forward to celebrating this great achievement made by our manufacturers and highlighting them for their dedication."
To learn more about the SEMA Data, including its benefits and discounts available to SEMA members, visit www.semadata.org.
The following brands have achieved a Gold status ranking. As they continue their work toward Platinum status, resellers can be assured that each product has 100% of the key fields of information, from descriptions and features and benefits to images, attributes and pricing.
- Bak Industries
- BD Diesel
- Belltech
- Boostline
- CamLocker
- CSF Cooling
- Extang
- Form Lighting
- FOX Offroad Shocks
- GATE KING
- IAG Performance
- KW
- MagnaFlow Exhaust Products
- MBRP Exhaust
- Nolathane
- Oracle Lighting
- Pacbrake
- Raxiom
- Retrax
- Rugged Liner
- ST Suspensions
- TI Automotive
- Timbren SES
- Tonno Pro
- Truxedo
- Undercover