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Enhanced content

Network Information Services Technology Forum. Enhanced content. Enhanced Content. Enhanced Sales. Data Trends – Structured Data Your Not Alone The Importance of Standards How Standardized Data Impacts Sales WebShop Catalog Demo’s Application Catalog Non Application Catalog. Agenda.

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Enhanced content

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  1. Network Information Services Technology Forum Enhanced content

  2. Enhanced Content Enhanced Sales

  3. Data Trends – Structured Data • Your Not Alone • The Importance of Standards • How Standardized Data Impacts Sales • WebShop Catalog Demo’s • Application Catalog • Non Application Catalog Agenda

  4. Structured data allows users to quickly narrowmultiple product choices in a single marketplace Structured data

  5. Structured data Every vendor chooses what to call their products, how to describe them and how they will deliver the data.

  6. Examples How structured data is used in our lives every day to make selecting an item easier Structured data

  7. Zappos – I want size 10 tan leather loafers

  8. Zappos – I want size 10 tan leather loafers 99% Reductionfrom original result set.

  9. Faucet Direct – I want a chrome bath faucet

  10. Faucet Direct – I want a chrome bath faucet 99% Reductionfrom original result set.

  11. Faucet Direct – BEST MATCH EFFECT Most websites, including many parts catalogs are increasingly using “Best Match” sorting. If your parts have data holes, lack product info (PIES) or lack images, they will be sorted lower in the results.

  12. BEST BUY – I WANT A 55” LED 3D TV W/NETFLIX 97% Reductionfrom original result set.

  13. Tire rack – I need 2010 mustang gt tires 85% Reductionfrom original result set.

  14. EBay – I need a Cadillac cts control arm Notice though that most are unspecified making it hard to find the Right Side.

  15. EBay – I need a Cadillac cts control arm 93% Reductionfrom original result set for those properly indentified as “Right”. Unspecified parts are not showing at all.

  16. So, is this our competition?

  17. Or is this our competition?

  18. Here’s the real competition Structured Data

  19. Your Data is Not an Island The only place customers typically view your data alone is on your website- and typically no parts are sold on your website.

  20. You are on display and subject to choice Your data is viewed in hundreds of catalog interfaces and websites right alongside your competitors. The buyer can only use the data available to make a purchase decision

  21. Helping parts sellers increase salesand reduce order processing costs with industry-focused technology

  22. WHI & eBay - Exposing your parts to more markets Manufacturer ACES & PIES Data WHI Catalog Distributors, Buying Groups & Retailers Parts Counter eCommerce B2B Wholesale B2C Retail Nexpart B2C Sites eBay Professional Consumer

  23. Source of today’s examples • Nexpart parts ordering eCommerce • Wholesale B2B, Retail B2C and eBay Marketplace Parts Selling Solutions • $2.0 Billion in annual parts sales • 100% real-time integrations • 8,000+ parts seller locations live • 300,000 commercial account buyers • Millions of parts available to consumers via eBay and B2C sites • Many sellers with over 40% of total sales through Nexpart on line buying • 13,000 OE Dealers are buying aftermarket parts via Nexpart

  24. Webshop ApplicationCatalog Demo & Non application catalog demo

  25. Control your destiny with Aces & PIES

  26. More Mature and Greatest Industry Adoption • Legacy is now End Of Life! (NCMA) • ACES Data provides the rich normalized data that enhances the user experience. • Ensure Data Quality for best user experience and not drop off the result page. • Lets look at some ACES data issues impacting catalog results… ACES

  27. ACES Base Vehicle - 2000 Ford F150 • Valid ACES VCDB Sub Models • Base • Lariat • XLT • Harley Davidson Edition • Part looked up is Front Disc Brake Rotor • Brand A submits part for Base, Lariat, XLT and Harley Davidson Edition • Brand B submits part for Base, Lariat, XLT. Base Part # also fits Harley Davidson Edition (but did not submit that application) ACES – under mapping

  28. ACES Base Vehicle - 2000 Ford F150 • Valid ACES VCDB Attributes for Vehicle: • Bed Length • Body Type • Fuel Type • Spring Type • Vendor submits valid attributes for the vehicle that have NO IMPACT on application! • Supplying attributes that has no impact on application result creates a negative user experience. • Needless questions before user can get to result ACES – over mapping

  29. Wrong Part Type Examples: • Shock Absorber vs. Suspension Strut Assembly • Assigning the pigtail, socket or adaptor the Part Type of the actual part. • Assigning a Set, Kit or Assembly to an individual part. • Super Important – wrong part type and your results will not show when user selects the right part type for results ACES – The correct part type

  30. Images are generally the most important part attributes. We will accept single/multiple views as follows: • Dimensions: 1000 pixels or greater on the longest side • Maximum File Size: 7MB • Format: JPEG is preferred but we will also accept Tiff, GIF and Bitmap. JPEG’s must have an image quality of 90 or higher and also have a sRGB or RGB color mode. • Supply an image map Images

  31. Guess the part Up-scaling a bad quality source image results in an poor quality final image.

  32. Another Cereal Isle Must have Data • A positive sales tool, build Brand loyalty • Help Sales Associate cross and find your part number • Especially helpful for non standard vehicles Interchange

  33. OE and Competitive part interchange data will be accepted in either PIES (see below for more on PIES) or a tab delimited text file containing 4 columns with the following headers: • Full Competitor/OE Name • Competitor/OE Part Number (1 part per row) • Your Part Number (1 part per row) • AAIA Part Terminology Id Interchanges

  34. PIES: Thisis the preferred delivery format and allows for the greatest number of attributes to be delivered. WHI accepts all versions from 6.0 forward. More can be found on PIES on the AAIA website - http://www.aftermarket.org/technology/pies.aspx Product information

  35. The parts cereal aisle Supplying robust PIES data will help your brand stand out and help the customer choose your part This Brand supplied hyperlinks and is getting free marketing to help the user choose his part Multiple Images help the customer choose your part This icon tells the buyer that this brand supplied Part Image(s) and Product Information The Brand that supplies the most information is generally sorted first in Catalog Results and purchased more often by Customers on the “Parts Cereal Aisle” This icon tells the buyer that this brand supplied NO Part Image(s) but some Product Information A Smart Page can showcase your Pictures, Interchanges, PIES information and Brand Hyperlinks. The more content you provide the better chance the customer chooses your part. This Brand supplied no hyperlinks and is missing out on free marketing to help the user choose his part NO icon tells the buyer that this brand supplied NO Part Image(s) and NO Product Information

  36. You, the Manufacturer with ACES Data? • Your Receivers via their Data Processing? • Various User Interface Providers using their programmed logic? • The Buyer/Consumer just needs more Training, Patience and Time to sort through bad data? Who influences the parts buyer most?

  37. You, the Manufacturer • need to provide great source data • Receivers – eCatalogs, Retailers, eTailers • will continue to add value by cleaning up and normalizing across multiple brands • User Interfaces – 3rd Party Portals, Retail & eTail websites • will present & combine the data with other data in ways that drive sales • Technicians, Counterpeople & Consumers all benefit from our combined efforts Combined we add value to sell more parts

  38. Make aces & pies production a profit center

  39. Sound familiar? I just went to this great ADN Network conference and we need better images and PIES data. To start, I need $120,000 to take images of all 10,000 parts we sell… Once again, “They” won’t let me do it.  You No Management

  40. “They” want an ROI “They” want increased parts sales “They” don’t want to take a risk “They” want to know why the “data” people want to spend more of their money… AGAIN? So, what do “they” want?

  41. “They” need your clearly articulated ROI • “They” need to understand how great catalog can increase parts sales • “They” need proof that they are not taking a risk by doing this • “They” want to see a pattern that when they give you the money they get a return So, what do “they” want?

  42. “You” need to become a member of “They”

  43. Compelling roi fact #1 86,400 Billions of “Self-Service” Catalog lookups are performed annually by parts professionals using thousands of different parts buying websites.They can only rely on your data as the salesperson helping them choose a part. Seconds in a day 5.3 Catalog lookups per second from parts buyers using WHI’s Nexpart eCommerce

  44. Compelling roi fact #2 • WHI Analyzed eBay Sales (by units sold) from over 2 million live part listingsthat Distributors listed using WHI’s Nexpart eBay Link. We compared... • Top 10,000 Selling Parts • Bottom 10,000 Selling Parts

  45. Compelling roi fact #2 6.6% Bottom Selling Parts are 2X more likely to have ZERO images % of Top 10,000 parts without an Image 13.6% % of Bottom 10,000 parts without an Image

  46. Compelling roi fact #3 1.5 Average Number of images for top 10,000 selling parts The Part that SOLD had 3X moreImages than the competitor’s .5 Average Number of images for the competitor for those parts

  47. Compelling roi fact #4 More catalog interfaces are using “Best Match” algorithms to sort product results. This results in items with less data (images, attributes and specs) being sorted to the bottom. BestMatch

  48. eCatalog is your “#1 Salesperson” for parts in the industry today. If data for a part is missing, displayed wrong, duplicated or confusing it’s not a data issue it’s a SALES issue. Makes aces & pies a profit center

  49. Insert your data process into the sales & marketing process as a value-add • Become part of the team that launches products and makes sales & marketing budget decisions • Build an ROI for your ACES and PIES production Makes aces & pies a profit center

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