BUSINESS SERVICES Rev Up Your Online Customer
Experience With Logistics How to Deliver the Goods to Online Shoppers
By Kristin DeBates
The recent 2012 SEMA Annual Market Report found that consumers (46.2%) cited chain auto parts stores and specialty parts stores as their pri- mary outlets for purchasing automotive parts and accessories; however, online retail was the next highest outlet, with 24.5% of respondents reporting that they primarily purchased automotive parts from online retailers. The online retailers ranged from online auction sites and chain auto parts online stores to online-only retailers.
A recent study by comScore revealed new insights into the consumer online shopping experience. Commissioned by UPS, the comScore study polled more than 3,100 online shoppers and evaluated consumer perceptions and shopping habits ranging from pre- purchase to delivery and even the returns process.
The online retail market for automotive parts and accessories continues to emerge as a tremendous growth opportunity for the aftermarket parts industry. While appraisals of sales volumes within the online auto parts industry vary, esti- mates range from $1.8 billion to $4 billion annually.
It is clear that the popularity and potential for online retailing of automotive parts serves as a growth opportunity for the industry. Tak- ing advantage of this opportunity will require automotive suppliers and retailers to look at the customer experi- ence in a new way—from the perspec- tive of an online shopper.
A recent study by comScore revealed new insights into the consumer online
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Current as of August 23, 2012 $2.95 Guys ........................... 12031 Accent Marketing Group ................. 12069 Advertising Edge Inc..................... 12021 Alliant Insurance Services Inc.............. 12043 Ascentium Capital LLC................... 31283
Auction123.com ....................... 12039 CarCareONE by GE Capital................ 12140 ChannelAdvisor ........................ 12051 China Economic News Service............. 12037 Crazyfish Creative ...................... 12012 CustomerLink ......................... 12064 DB Schenker .......................... 12072 Eagle Business Software ................. 12061 eBay Motors .......................... 11917 eXperticity ............................ 12079 Financial Transaction Service.............. 33229 First Data Corp. ........................ 12062 FOCUS Business Solutions Inc. ............ 12065 427 Design ........................... 12084 GS3-Global Strategic Supply Solutions....... 34256 The High Ground of Texas ................ 12055 I.C.E. Signs ..................... 12085, 12110 Impact Canopies USA ................... 30275 Johny Rockstar Clothing Co. .............. 12148 Knobbe Martens ....................... 12130 L.A. Prep Inc........................... 12146 Launch Marketing ...................... 12045 Last Rides ............................ 30223 Mainstreet Computers Inc................. 12142 MBA Insurance Agency .................. 12049 MyHatGuy ............................ 11910 My Shop Assist ........................ 30261 Northwood University.................... 12076
Oilchangestickers.com................... 12128 OnTrac............................... 12150 PartnerShip ........................... 12041 Phocas Software ....................... 12071 Pinnacle Payroll Solutions ................ 12077 PODS................................ 33261 Prudential Overall Supply................. 32273 RageTank ............................ 12078 Royal 4 Systems Inc..................... 12010 Samsung LED Sign ..................... 12060 Siriani & Associates Inc................... 12138 Smart Pouch .......................... 11985 Southwestern Ontario Marketing Alliance..... 12081 Speed Zone Race Gear .................. 12080 Strapworks LLC........................ 12067 Team Smart........................... 12068 Technical Translation Services ............. 12066 Triple Crown Products ................... 12136 THETW Co. Ltd. ........................ 12029 Uncommon USA Inc.-Flagpole Specialists .... 12017 United States Postal Service .............. 31251 UPS ................................. 11931 uZAPPit Smart Tags by Pacific Emblem Co. . . . 12070 WyoTech ............................. 12073
Lead Management With CompuSystems By Mike Imlay
Ultimately, a successful SEMA Show is all about acquiring business through leads. To that end, Compu- Systems—the SEMA Show’s official registration provider—strives to make lead gathering, retrieval and manage- ment a snap before, during and after the Show.
Founded in 1976, CompuSystems processes approximately 1.5 million registrations per year for more than 200 events worldwide while renting lead-recording systems to exhibitors. These systems read 2-D bar and smart codes embedded in the attendee badges created during the registration process. The code reading is performed either through a specialized desktop or hand- held device or, increasingly, through a smartphone app now offered by Com-
puSystems that runs on iPhone, iPad and Android platforms. (The app is free, but users pay for an authorization code in order to access the recorded data.) CompuSystems offers exhibitors its BuyerConnect program to access the leads they collect through their retrieval devices.
“BuyerConnect is something that happens for the most part post-event,” explained Paul McCaffray, Compu- Systems executive vice president and COO. “It’s a system that, once the event is over with, we send an e-mail to every exhibitor who participated with one of our lead-retrieval systems, and we essentially give back to them a list of the leads that they took so they can take some action at that point.
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For the exhibitor, lead generation is everything. CompuSystems, the SEMA Show’s official registration provider, also makes lead management easy before, during and after the Show.
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