SEMA News—June 2020

BUSINESS

Gearing Up For The Online Buying Trend

e-Commerce Fitness Is More Important Than Ever

By Mike Imlay and Douglas McColloch

Millions of American consumers who were sequestered beginning in March spent lots of time online. As specialty-equipment businesses seek to soften the economic blow of the coronavirus pandemic, e-commerce is emerging as a lifeline—and the SEMA Data Co-op is helping manufacturers and resellers of all sizes to keep product data flowing to consumers.

Although the COVID-19 pandemic set back the American economy beginning in March, it was encouraging that American consumers spent more time than ever online—an increased habit that’s likely to stick for some time.

“With businesses throughout the aftermarket dealing with interruptions due to the coronavirus pandemic, the current economic climate is more challenging,” said Gigi Ho, director of operations for the SEMA Data Co-op (SDC). “However, the surge of consumers shopping online also presents an opportunity to mitigate the impact of this downturn for both manufacturers and resellers, and enhanced product data can be a key component in bridging the gap between shutdown and recovery.”

That is exactly the strategy for which the SDC is well designed. The SDC is an industry initiative to help manufacturers create and distribute standardized product data sets to resellers, which in turn helps consumers make informed buying decisions about the products they want or need. In fact, the SDC is the largest aftermarket industry database, incorporating some 500 brands listing more than 5.56 million parts and making data exports available to resellers in virtually any format that’s needed.

Ho said that the SDC always values the role it plays in helping aftermarket businesses succeed and prosper. With those businesses facing various levels of economic stress, the SDC team is working just as diligently to assist them in meeting the challenges.

“We’re continuing with full-force, uninterrupted support to help suppliers and resellers alike with their data-enhancement goals,” Ho said. “For manufacturers, data can convey your brand and message to the market at a time when online shopping and buying activity is up. This means that now is an ideal time to work with your SDC team to add new products or improve your product data. Potential areas for enhancement might include product attributes, vehicle fitment review and coverage, detailed product descriptions, and an upgrade of digital assets where possible.”

Manufacturer Digital Assets

Different companies may have divergent needs, but generally speaking, when manufacturers compile their digital assets, Ho said they should include the following:

Visuals: These can include images, diagrams, charts, videos, audio, schematics, downloadable instructions or a combination thereof. Some basic rules of thumb are:

• Images should be clear and in focus.
• The product must be easily recognizable.
• The images should be high resolution against a solid white background.
• Include views from more than one perspective, such as zoom-in/zoom-out views, front/rear/side views or 360-degree “walk-around” views.

Product Attributes: These are distinct characteristics of a finished product that can help differentiate it from others in its category. These can include information such as:

• Available colors.
• Dimensions (height, weight, thickness, diameter, etc.).
• Materials used.
• Hardware included or excluded.
• Weight or pressure tolerances.

There are doubtless many other attributes that a manufacturer can add, which raises a question of whether there can be too many attributes in a product listing.

“That all depends,” Ho said. “Does the product attribute help to differentiate your product from other products of yours or your competitors? If so, the attribute belongs in your product data. This is where the SDC data team can help you correctly identify attributes for your product
data set.”

Features and Benefits: Tell your customer, in brief, what function the product feature serves, along with the benefit it confers on the purchaser—that is, how this feature helps them. Why should the customer purchase your product and not a competitor’s similar offering? Here’s where you differentiate your brand from the rest of the field.

Product Descriptions: This is where your product information needs to get truly granular, providing detailed, specific, in-depth descriptions of your product, its functions and attributes, its benefits and requirements. But how much information should you provide?

“Again, different companies and products will have varying needs,” Ho said. “But as a rule, you should provide only as much as is needed to allow resellers to craft their own descriptions without misrepresenting your product. If you sell direct, though, you may want to provide more details so that customers are equipped with all the knowledge they need to make the right decision. Again, the SDC data team can lend guidance here and help expand knowledge of other description options.”

Advice to Resellers

Manufacturers are not the only specialty-equipment businesses that can benefit from SDC membership. Resellers could well find online sales an important channel to help shore up revenues as we move toward the nation’s economic recovery. After all, an online presence obviously broadens a retailer’s geographical reach and opens up a 24/7 sales channel.

While beefing up their online presence, resellers should keep in mind that today’s consumers are increasingly sophisticated with their online searches, checking everything from part numbers and fitments to price and even item availability. Satisfying their thirst for knowledge will give a retailer an edge over the competition. So whether a retailer is strictly brick-and-mortar, e-commerce or a combination of both, the goal should be taking full advantage of the wide range of information and digital assets available from parts suppliers.

“There are many types of resellers who join the SDC, and I wouldn’t say that there’s one specific business model any more than another,” Ho said. “We get a lot of solely e-commerce resellers, a lot of resellers who are marketplace merchants, installers and retailers who also have both an e-commerce and brick-and-mortar shops. You name it, there’s a pretty wide variety. Whatever the nature of their businesses, now is definitely the time to add or refresh data from the SDC.

“Resellers looking to launch online sales or who are looking for an easier way to consume and merchandise the product data from SDC can install the SDC e-commerce plug-ins. The one for WooCommerce is available now, and the one for Shopify will be launching soon. The best part is that reseller membership in the SDC and access to the plug-ins are free.”

Ho pointed out that the SDC can help resellers get an improved sense of the marketplace beyond merely supplying data for e-commerce.

“The SDC has product information—pricing, attributes, ACES and PIES information—for hundreds of brands in multiple formats,” she said. “In other words, everything you might need for a robust website or simply to increase your own product knowledge is readily accessible.”

For many businesses, the road to recovery will be paved with hard work, and adding and improving product data will be no exception. Some tasks may require advanced knowledge and skills that can take time to learn. For resellers, especially, a solid knowledge of what ACES and PIES can provide will be key.

“Aftermarket data can get complex, so knowing its ins and outs can make a difference in selling products,” Ho observed.

Fortunately, this is where the SDC and its experts can help, providing member companies—and companies with limited IT resources in particular—with the data-building and management tools they need to stay competitive. For both manufacturers and resellers, the SDC makes one-on-one training available, so regardless of the size or type of your business, there’s no reason not to seize this moment and review your data options. Doing so could make a real difference at this critical juncture.

Further Information: To learn more about the SEMA Data Co-op, visit www.semadatacoop.org or call 888-958-6698 or email info@
semadatacoop.org.

SEMA News—June 2020

BUSINESS

Gearing Up For The Online Buying Trend

e-Commerce Fitness Is More Important Than Ever

By Mike Imlay and Douglas McColloch

Millions of American consumers who were sequestered beginning in March spent lots of time online. As specialty-equipment businesses seek to soften the economic blow of the coronavirus pandemic, e-commerce is emerging as a lifeline—and the SEMA Data Co-op is helping manufacturers and resellers of all sizes to keep product data flowing to consumers.

Although the COVID-19 pandemic set back the American economy beginning in March, it was encouraging that American consumers spent more time than ever online—an increased habit that’s likely to stick for some time.

“With businesses throughout the aftermarket dealing with interruptions due to the coronavirus pandemic, the current economic climate is more challenging,” said Gigi Ho, director of operations for the SEMA Data Co-op (SDC). “However, the surge of consumers shopping online also presents an opportunity to mitigate the impact of this downturn for both manufacturers and resellers, and enhanced product data can be a key component in bridging the gap between shutdown and recovery.”

That is exactly the strategy for which the SDC is well designed. The SDC is an industry initiative to help manufacturers create and distribute standardized product data sets to resellers, which in turn helps consumers make informed buying decisions about the products they want or need. In fact, the SDC is the largest aftermarket industry database, incorporating some 500 brands listing more than 5.56 million parts and making data exports available to resellers in virtually any format that’s needed.

Ho said that the SDC always values the role it plays in helping aftermarket businesses succeed and prosper. With those businesses facing various levels of economic stress, the SDC team is working just as diligently to assist them in meeting the challenges.

“We’re continuing with full-force, uninterrupted support to help suppliers and resellers alike with their data-enhancement goals,” Ho said. “For manufacturers, data can convey your brand and message to the market at a time when online shopping and buying activity is up. This means that now is an ideal time to work with your SDC team to add new products or improve your product data. Potential areas for enhancement might include product attributes, vehicle fitment review and coverage, detailed product descriptions, and an upgrade of digital assets where possible.”

Manufacturer Digital Assets

Different companies may have divergent needs, but generally speaking, when manufacturers compile their digital assets, Ho said they should include the following:

Visuals: These can include images, diagrams, charts, videos, audio, schematics, downloadable instructions or a combination thereof. Some basic rules of thumb are:

• Images should be clear and in focus.
• The product must be easily recognizable.
• The images should be high resolution against a solid white background.
• Include views from more than one perspective, such as zoom-in/zoom-out views, front/rear/side views or 360-degree “walk-around” views.

Product Attributes: These are distinct characteristics of a finished product that can help differentiate it from others in its category. These can include information such as:

• Available colors.
• Dimensions (height, weight, thickness, diameter, etc.).
• Materials used.
• Hardware included or excluded.
• Weight or pressure tolerances.

There are doubtless many other attributes that a manufacturer can add, which raises a question of whether there can be too many attributes in a product listing.

“That all depends,” Ho said. “Does the product attribute help to differentiate your product from other products of yours or your competitors? If so, the attribute belongs in your product data. This is where the SDC data team can help you correctly identify attributes for your product
data set.”

Features and Benefits: Tell your customer, in brief, what function the product feature serves, along with the benefit it confers on the purchaser—that is, how this feature helps them. Why should the customer purchase your product and not a competitor’s similar offering? Here’s where you differentiate your brand from the rest of the field.

Product Descriptions: This is where your product information needs to get truly granular, providing detailed, specific, in-depth descriptions of your product, its functions and attributes, its benefits and requirements. But how much information should you provide?

“Again, different companies and products will have varying needs,” Ho said. “But as a rule, you should provide only as much as is needed to allow resellers to craft their own descriptions without misrepresenting your product. If you sell direct, though, you may want to provide more details so that customers are equipped with all the knowledge they need to make the right decision. Again, the SDC data team can lend guidance here and help expand knowledge of other description options.”

Advice to Resellers

Manufacturers are not the only specialty-equipment businesses that can benefit from SDC membership. Resellers could well find online sales an important channel to help shore up revenues as we move toward the nation’s economic recovery. After all, an online presence obviously broadens a retailer’s geographical reach and opens up a 24/7 sales channel.

While beefing up their online presence, resellers should keep in mind that today’s consumers are increasingly sophisticated with their online searches, checking everything from part numbers and fitments to price and even item availability. Satisfying their thirst for knowledge will give a retailer an edge over the competition. So whether a retailer is strictly brick-and-mortar, e-commerce or a combination of both, the goal should be taking full advantage of the wide range of information and digital assets available from parts suppliers.

“There are many types of resellers who join the SDC, and I wouldn’t say that there’s one specific business model any more than another,” Ho said. “We get a lot of solely e-commerce resellers, a lot of resellers who are marketplace merchants, installers and retailers who also have both an e-commerce and brick-and-mortar shops. You name it, there’s a pretty wide variety. Whatever the nature of their businesses, now is definitely the time to add or refresh data from the SDC.

“Resellers looking to launch online sales or who are looking for an easier way to consume and merchandise the product data from SDC can install the SDC e-commerce plug-ins. The one for WooCommerce is available now, and the one for Shopify will be launching soon. The best part is that reseller membership in the SDC and access to the plug-ins are free.”

Ho pointed out that the SDC can help resellers get an improved sense of the marketplace beyond merely supplying data for e-commerce.

“The SDC has product information—pricing, attributes, ACES and PIES information—for hundreds of brands in multiple formats,” she said. “In other words, everything you might need for a robust website or simply to increase your own product knowledge is readily accessible.”

For many businesses, the road to recovery will be paved with hard work, and adding and improving product data will be no exception. Some tasks may require advanced knowledge and skills that can take time to learn. For resellers, especially, a solid knowledge of what ACES and PIES can provide will be key.

“Aftermarket data can get complex, so knowing its ins and outs can make a difference in selling products,” Ho observed.

Fortunately, this is where the SDC and its experts can help, providing member companies—and companies with limited IT resources in particular—with the data-building and management tools they need to stay competitive. For both manufacturers and resellers, the SDC makes one-on-one training available, so regardless of the size or type of your business, there’s no reason not to seize this moment and review your data options. Doing so could make a real difference at this critical juncture.

Further Information: To learn more about the SEMA Data Co-op, visit www.semadatacoop.org or call 888-958-6698 or email info@
semadatacoop.org.

SEMA News—June 2020

HERITAGE

Funny Car Supermarket

By Drew Hardin

Photography: Mike Brenner, Petersen Publishing Co. Archive

Funny Cars were about the hottest thing on wheels in the ’70s, and many of the most storied examples of the breed passed through the Funny Car supermarket of Don Kirby. That’s Kirby on the left, posing with his “right-hand man and trusty companion” Nat Quick, as Hot Rod Editor Terry Cook described him in a February 1973 profile.

The business was formally called Don Kirby Custom Paint, located in the Los Angeles suburb of Bellflower. Signs on the building indicated a specialty in Corvette fiberglass repairs, but Kirby expanded what was available under his roof to include much of the work necessary to build a flopper, thanks to the talents of craftsmen like Quick, Kenny Youngblood and John Buttera.

When Cook wrote his story in late 1972, Kirby’s was not yet the one-stop Funny Car shop it would become. Kirby was the “lacquer artisan” painting the fiberglass Funny Car bodies, while Quick designed the paint jobs and did striping and lettering.

“Kirby’s is a factory,” wrote Cook. “He has painted as many as 20 Funny Cars in a month, and all of them are top quality. He’s hip to epoxy and all the other latest stuff. During his heavy season (winter), the fiberglass bodies are literally stacked three high. It’s easier to name the guys who didn’t have their car painted at Kirby’s than to list his customers.”

The reason for his success, Cook explained, was because “Don uses a business approach. In on Monday—out on a Friday…not ‘three months in the paint shop.’ A Funny Car paint job is $700, lettering by Nat an additional $225. A digger cost $425 to paint, $125 to letter.”

Those were the days.

Kirby also had a reputation “for particularly hot Corvette paint jobs, as well as other street machines,” said Cook. “Prices here start at $550 and go up from there. And, of course, he does boats, bikes, refrigerators, snow shovels or just about anything else your little brain can imagine.”

It may have been primarily a paint shop when Cook wrote the story, but bigger things were in the works. “Future plans call for a gargantuan self-contained drag car shopping center,” he wrote, “with chassis builder, machine and engine shop, paint booth, private rentable garages (by day, week, month or year), as well as speed shop retail facilities. If and when that happens, look for Don Kirby’s portion of the act to be the busiest of the bunch.”

By Chris Kersting

Currently the industry is making tremendous adjustments, not only to our businesses but also to our personal lives. At this stage, we’re still getting more information about the various ways that companies are adapting to the COVID economy. As an industry, we can be proud of how we are continuing to find ways to do business while providing for the health, safety and well-being of all involved.

For the very latest information on C-19 resources, visit www.sema.org/coronavirus, which we keep continuously updated. There you’ll find content leading to resources and other tools the association has developed to help the industry navigate the COVID restrictions. SEMA is also continuing to work with lawmakers to push for further assistance for businesses in our industry.

Contemplating the future, it’s not easy to know where we’ll stand in the months ahead. But longer term, there are certain things we can count on. We know that no matter what, this virus won’t be permanent. And no matter what, there will be passionate enthusiasts who will continue to demand our industry’s products. No matter what, the people in this industry will dig in, persevere, and find ways to make it across this gap—and no matter what, this industry will be here to make and sell great products to meet that demand.

We know these things because we’ve faced enormous difficulty and challenges in the past. And there will be better times ahead - probably sooner than it feels right now.

While many near-term industry events have been postponed or canceled, the industry’s manufacturers are currently going full-bore with plans and preparations for both the 2020 SEMA Show in November and the PRI Show in December. I’m not surprised. Our industry has historically demonstrated fortitude and resolve in the face of adversity. The SEMA Show was the first major business gathering in the U.S. following the terrorist attacks of September 11, 2001. In the heart of the Great Recession in 2009 and 2010, SEMA exhibitors and buyers again turned out in force, laying the groundwork for the recovery that followed. Currently, we see that the vast majority of member companies are planning to exhibit this year, and some 2,000 plus are expected to take part in this month’s booth selection process. They are determined that the SEMA Show will help launch the industry into a successful 2021.

To that end, we have been working with members to assist in a variety of ways, offering flexibility, refundable deposits and deferred deadlines. And we will continue to engage with industry members and adapt to the changing environment as more information becomes available.

In the meantime, don’t overlook the toolbox of current SEMA services and tools that are relevant as members work to get across the current business gap. This could be a very good time to engage with the SEMA Data Coop (SDC) to make sure you have your digital product data in order and your e-commerce presence optimized. The SEMA Garage can assist with product development tools (Tech Transfer, 3D scanning) and emissions testing and certification matters. And this may also be a good time to access SEMA’s archived educational videos, market studies and reports. Head to the SEMA.org website for information and staff contacts on all the above.

As we move through the current challenges, we are reminded of past tough times and the reality that we endured and have always come out stronger. This is a stout industry that makes up a capable association. Working together, I’m optimistic we will continue to persevere and thrive.

By Rachel Tatum

As SEMA-member companies begin to return to their offices and shops, they find themselves implementing new safety measures for the protection of employees and customers. To be in compliance with federal and local regulations, the need for personal protective equipment (PPE) increases. The following SEMA-member companies have shifted their typical operations to help combat COVID-19 by manufacturing PPE and are making products available to other aftermarket companies for purchase so they can get back to work safely.

SEMA members in need of such products are invited to reach out directly to these companies for their PPE needs:

• BOOSTane: PPE products have been procured in its Southwest Florida warehouse. Items are in stock and available for same-day shipping.
• Hot Shot’s Secret: Received FDA approval to convert production lines in order to manufacture hand sanitizer to help fill the nationwide demand caused by the COVID-19 pandemic.
• Racing Optics: Racing Optics is providing multi-layer optical removal film for face shields and medical hoods.

Learn more about the industry-made PPE products available and how to contact the companies making them.

SEMA members selling PPE are invited to submit their information to be included on the list.

By Rachel Tatum

As SEMA-member companies begin to return to their offices and shops, they find themselves implementing new safety measures for the protection of employees and customers. To be in compliance with federal and local regulations, the need for personal protective equipment (PPE) increases. The following SEMA-member companies have shifted their typical operations to help combat COVID-19 by manufacturing PPE and are making products available to other aftermarket companies for purchase so they can get back to work safely.

SEMA members in need of such products are invited to reach out directly to these companies for their PPE needs:

• BOOSTane: PPE products have been procured in its Southwest Florida warehouse. Items are in stock and available for same-day shipping.
• Hot Shot’s Secret: Received FDA approval to convert production lines in order to manufacture hand sanitizer to help fill the nationwide demand caused by the COVID-19 pandemic.
• Racing Optics: Racing Optics is providing multi-layer optical removal film for face shields and medical hoods.

Learn more about the industry-made PPE products available and how to contact the companies making them.

SEMA members selling PPE are invited to submit their information to be included on the list.

By Ashley Reyes

All SEMA Businesswomen’s Network (SBN) members are invited to take part in SBN’s first-ever Facebook Live Chat, featuring Sara Morosan (left) and Theresa Contreras (right) of LGE-CTS Motorsports, June 3, at 12:00 p.m. (PDT).

All SEMA Businesswomen’s Network (SBN) members are invited to take part in SBN’s first-ever Facebook Live Chat, featuring Sara Morosan and Theresa Contreras of LGE-CTS Motorsports, June 3, at 12:00 p.m. (PDT).

As two of SEMA’s most active volunteers and leaders, Morosan and Contreras will field questions on their experiences leading a women-owned business, their careers and networking opportunities available in the industry, and what steps LGE-CTS Motorsports is taking to move forward through the current economic climate.

Get to know their journey as business owners, builders and sisters as they share the various roles they play in the industry, some of which include custom work and build management, suspension tech, installation, design and custom paint.

This Live Chat is also a great chance to connect directly with the SBN community and get to know the diverse pool of women in the specialty-equipment industry as they continue to positively impact the growth and careers of women.

Mark your calendars and tune in to SBN’s Facebook page, June 3, at 12:00 PM (PDT).

By Ashley Reyes

All SEMA Businesswomen’s Network (SBN) members are invited to take part in SBN’s first-ever Facebook Live Chat, featuring Sara Morosan (left) and Theresa Contreras (right) of LGE-CTS Motorsports, June 3, at 12:00 p.m. (PDT).

All SEMA Businesswomen’s Network (SBN) members are invited to take part in SBN’s first-ever Facebook Live Chat, featuring Sara Morosan and Theresa Contreras of LGE-CTS Motorsports, June 3, at 12:00 p.m. (PDT).

As two of SEMA’s most active volunteers and leaders, Morosan and Contreras will field questions on their experiences leading a women-owned business, their careers and networking opportunities available in the industry, and what steps LGE-CTS Motorsports is taking to move forward through the current economic climate.

Get to know their journey as business owners, builders and sisters as they share the various roles they play in the industry, some of which include custom work and build management, suspension tech, installation, design and custom paint.

This Live Chat is also a great chance to connect directly with the SBN community and get to know the diverse pool of women in the specialty-equipment industry as they continue to positively impact the growth and careers of women.

Mark your calendars and tune in to SBN’s Facebook page, June 3, at 12:00 PM (PDT).

By Ashley Reyes

SEMA members are invited to chat live with Shaun Freilich and Dale Martin during the next SEMA Young Executives Network (YEN) Facebook Live Chat, June 10, at 12:00 p.m. (PDT).

SEMA members are invited to chat live with Shaun Freilich and Dale Martin during the next SEMA Young Executives Network (YEN) Facebook Live Chat, June 10, at 12:00 p.m. (PDT). The two will share their inspiring story about how they identified an industry need, adapted their business and launched their Complete Customs Marketing Media Partnership—a unique business model that not only builds project vehicles, but also sources parts and documents the entire process through photography and video.

Although Freilich and Martin took different paths to enter the automotive industry, they both grew up with a passion for all things car-related and encountered challenges and obstacles along the way.

Hosted by SEMA YEN, the Live Chat is a great opportunity for participants to ask questions and gain insight on content marketing and strategy and learn new ways businesses are identifying opportunities and adapting in 2020. Don’t miss out.

By Ashley Reyes

SEMA members are invited to chat live with Shaun Freilich and Dale Martin during the next SEMA Young Executives Network (YEN) Facebook Live Chat, June 10, at 12:00 p.m. (PDT).

SEMA members are invited to chat live with Shaun Freilich and Dale Martin during the next SEMA Young Executives Network (YEN) Facebook Live Chat, June 10, at 12:00 p.m. (PDT). The two will share their inspiring story about how they identified an industry need, adapted their business and launched their Complete Customs Marketing Media Partnership—a unique business model that not only builds project vehicles, but also sources parts and documents the entire process through photography and video.

Although Freilich and Martin took different paths to enter the automotive industry, they both grew up with a passion for all things car-related and encountered challenges and obstacles along the way.

Hosted by SEMA YEN, the Live Chat is a great opportunity for participants to ask questions and gain insight on content marketing and strategy and learn new ways businesses are identifying opportunities and adapting in 2020. Don’t miss out.