SEMA eNews Vol. 13, No. 24, June 17, 2010

Why Some Businesses Succeed and Others Fail in $1.5 Billion Online Marketplace

  BTS
   

One of eight super sessions at the Business Technology Symposium (BTS) powered by the Street Performance Council (SPC), "Better Data = More Sales," will be presented by Rob Eberhart, director of Internet solutions at DCi, on Friday, July 23, 9:00 a.m.–5:00 p.m., at the Pasadena Convention Center, Pasadena, California. Eberhart’s session will demonstrate how data and enhanced product content has a direct connection to sales dollars and how to take advantage of that on your own site. You’ll also learn how to avoid the mistakes made by many businesses who were unsuccessful in selling online.

Eberhart will reveal the reasons why some online retailers continue to grow while others struggle in the more than $1.5 billion online automotive marketplace. You’ll see why some online retailers seem to have unlimited availability of products by year/make/model and others have a limited selection or missing applications.

Here are just five of the many takeaways from Eberhart’s session:

  1. Product content is king. “Enhanced product content” are the words and images used on a webpage. Adding a photograph or descriptive copy can suddenly increase sales of an individual part number because shoppers gain confidence and get the answers to their questions before buying. The right content can increase sales of a single part number up to 700%.
  2. David vs. Goliath. With a properly designed website and enhanced product content, smaller retailers can compete online because Google likes niche websites. More content on your website that focuses on a specific niche means your online business will show up in more Google searches so more shoppers will find you.
  3. New products. Retailers sell more by having all the newest products first; it's a well-documented fact. In 2009, an average of 769 part numbers were either released or updated every day, seven days a week, and that adds up to hundreds of thousands of part numbers throughout a year. When you have these new products first, your sales will go up.
  4. Add-on sales: the key to huge profits. Add-on sales include related items such as gaskets or mounting kits, and are driven by product data. Add-ons can increase sales 5%, 10% or more.
  5. Use data to reduce returns. When your product and application descriptions are accurate, you will dramatically reduce return rates and increase customer satisfaction. This not only lowers your cost, but it also increases repeat business. The old days of saying a product “fits a small-block Chevy” are over.

Register now and save $30.

Early-bird registration is available at a discounted price until July 9, 2010:

SPC Members: $99 – Includes entrance to the 2010 Business Technology Symposium and lunch.

SEMA Members: $149 – Includes entrance to the 2010 Business Technology Symposium, lunch and a one-year Street Performance Council (SPC) Membership (up to $100 value.) After the first BTS registration, additional company employees may register for the discounted fee of $99.

Non-Members: $199 – Includes entrance to the 2010 Business Technology Symposium and lunch.

Parking is available in, and adjacent to, the Pasadena Convention Center for $9. For more information and to register for SEMA’s SPC Business Technology Symposium, visit www.sema.org/bts.


Rob Eberhart has developed CatalogRackeStore.com, a solution to help brick-and-mortar jobbers sell online. He is director of Internet Solutions with DCi, an electronic cataloging and eServices company providing turnkey websites to sell performance parts and truck accessories. Eberhart has many years of experience in wholesale distribution, website development, Internet marketing and e-commerce in the automotive aftermarket. He has developed both B2B and B2C websites, previously launching ArrowOnline and StreetSideAuto.com while with Arrow Speed Warehouse.

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