How Robust Data Has Improved Business
The SEMA Data Co-op (SDC), the industry-owned data repository, moved from Beta phase into full operation just last summer. Since then there’s been a lot of talk about “clean data” and the need for manufacturers within the specialty-equipment industry to “take control” of it. ACES, PIES, long descriptions and even product photos and videos are now critical to sales in today’s digital age.
Current studies suggest that up to 90% of shopping now begins with an Internet search, whether the product is ultimately purchased online or through a brick-and-mortar retail store. And mobile is overhauling other search devices, with tablets alone projected to account for 65% of all sales made on mobile devices. That’s a rapid change from only a short time ago.
“It’s like dog years, where one year is actually seven years worth of change,” said Bob Moore, partner in the automotive aftermarket consulting company J&B Service in Kansas City, Missouri. “For example, I was looking at a presentation we did in 2010...
Think of it as the selling Field of Dreams. Much like the enthralling Kevin Costner movie, it all starts with a lot of convincing, believing and perhaps a small leap of faith as you struggle to understand this challenging new requirement. This uncertain phase is followed by a period of ups and downs, ultimately creating some hard work that, at times, can feel like a hopelessly endless task. But man, oh, man: When you finally get to play, it’s suddenly all worth it!
I can’t stress enough how an ongoing regimen of product data gathering, expanding and quality control is critical to the success of your business. Own the process, understand its importance and seek help when you get confused or sidetracked.
Hourly Sessions All Day Monday, Sponsored by the SEMA Data Co-op
From beginner to expert, the SEMA Data Co-op (SDC) education track is sure to provide insight into better managing your product data and making use of the new SDC Product Information Management System. Join the SDC team for training and ideas presented through interactive discussions, questions and answers and demonstrations on the following topics:
A Conversation With Bob Moore, Chairman of the SEMA Business Technology Committee
Bob Moore is the co-founder and current chairman of SEMA’s Business Technology Committee (BTC) and an unflagging advocate for the use of standardized data and the SEMA Data Co-Op, the industry’s newest sales-generation system. He has been working in the automotive aftermarket since 1976 and is a partner with Jerry McCabe in J&B Service, a consulting company that specializes in the aftermarket.