Efficient communication and high-quality data have become essential commodities in the automotive aftermarket industry. Recent discussions at the MEMA Aftermarket Suppliers Technology Conference underscored a critical need: suppliers must enhance the data they provide to automotive parts distributors to facilitate effective sales. As industry leaders articulated, the efficacy of a distributor in selling aftermarket parts hinges significantly on the quality and availability of data from suppliers.
Scott Tompkins, senior product marketing manager at Epicor, pointed out a pronounced disparity between the data accessibility in heavy-duty and light-duty segments. While light-duty aftermarket data has seen notable improvements, heavy-duty remains hampered by a lack of standardisation. He cautioned that although some ACES (Aftermarket Catalog Exchange Standard) data exists, the deeper issue is the absence of comprehensive fitment information, which leaves distributors struggling to source and sell the correct parts. This shortfall in data accessibility ultimately impacts consumer satisfaction and sales effectiveness.
The framework for addressing these issues lies in two key data standards: ACES and PIES (Product Information Exchange Standard). ACES is designed to manage and communicate product fitment data, allowing efficient sharing of compatibility details in a machine-readable format, which can significantly streamline operations and reduce costs across the supply chain. According to recent data, implementing ACES can lead to quicker product launches and improved sales performance, making it a critical tool for those in the automotive aftermarket.
Conversely, PIES focuses on product information, encapsulating attributes such as features, benefits, and warranty details in a structured format. This standard is equally vital for ensuring that distributors and retailers can access comprehensive product data, thus fostering informed purchasing decisions. The adoption of these data standards is not merely a matter of convenience; it is increasingly seen as a necessity for survival in a competitive marketplace.
The hesitation among some manufacturers to digitise their data has provoked frustration among distributors. Ken Ingram, vice president at FinditParts, noted that while many manufacturers provide ACES data and imagery adequately, a reluctance persists in the commercial vehicle sector to offer data electronically. This resistance is often predicated on concerns regarding intellectual property, which, while valid, can hinder overall market efficiency and competitiveness.
Jim Naso, applications data manager at Continental ContiTech Power Transmission Group, illustrated the pitfalls of inadequate data provision. He recounted instances where distributors are handed basic PDF documents instead of comprehensive electronic catalogues. This outdated approach not only slows down sales processes but can also undermine trust between suppliers and distributors.
For distributors, access to high-quality standardised data is paramount. Tompkins emphasised that inferior data can make a distributor’s offerings appear less appealing than those of competitors, regardless of the actual quality of the parts. This phenomenon highlights the critical role that data quality plays in market perception and purchasing decisions.
The need for collaboration cannot be overstated. Ingram advocated for manufacturers to engage more closely with their distributor partners to nurture demand for electronic data formats. Such collaboration will be essential to elevate the standards across the industry, helping businesses thrive rather than merely survive.
As the automotive aftermarket continues to evolve, the necessity for high-quality, standardised data becomes increasingly clear. Only by embracing modern data standards and fostering cooperative relationships can suppliers and distributors ensure that they remain competitive in a rapidly changing landscape.
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Source: Noah Wire Services
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