When online commerce first hit the road in the 90s with a platform for selling books, many believed it was a passing fad. Back then, one wouldn’t have imagined digital commerce going as mainstream as it is today, let alone the automotive aftermarket industry going digital.

Thirty-odd years later, we still haven’t witnessed a landslide in this respect. This is primarily due to the reluctance of people behind the counter who are more than happy to stick with the paper catalog. The thing is, customer expectations matter, whether it’s the automotive aftermarket or any other industry. And this is where digital transformation becomes a certainty. In fact, many forerunners in the industry have already embraced the Cloud, AI, and data-driven personalization to improve customer experience. Some players are also optimizing their supply chains to reduce lead times and improve inventory management. One way or the other, going digital is the way forward.

And when the rubber hits the road, product content drives the digital experience.

Get behind the wheel – leverage product content strategy to make your business go vroom!

Sound product content strategy can go a long way in helping automotive aftermarket companies improve their business. Here’s how:

• Enhanced Customer Experience: Better product content equals better customer journeys. This includes complete, comprehensive, and accurate product details, high-quality images, technical specifications, and anything else that enhances the information provided to help customers make confident and well-informed buying decisions.
• Reduced Returns and Support Costs: With precise and complete information, customers avoid ordering wrong parts. When customers get exactly what they want, returns are minimized. Comprehensive product data also provides customers with all the information they need, reducing the number of inquiries and support requests.
• Improved Visibility: High-quality product content is search-engine-optimized, which means it’s SEO-friendly and more likely to rank higher in search results, attracting more organic traffic and potential customers.
• Increased Sales and Revenue: Better product content has a direct and measurable impact on customer confidence, which boosts sales and revenue. Detailed product information and additional information, such as compatibility details and add-ons, persuade customers to buy related items or accessories, increasing overall sales and revenue.
• Brand Credibility and Trust: Accurate and relevant information positively impacts customer trust. And when customers can trust the information they find, they trust the brand, which leads to better retention and recommendation.
• Robust Regulatory Compliance: When product content is well governed, it’s easier for businesses to feel confident about adhering to regulatory requirements, which is a big deal in the automotive industry. A robust content strategy ensures that all regulatory information is up-to-date and accurate, saving companies a lot of stress.
• Data-Driven Personalization: Advanced product content mechanisms can help deliver more personalized customer experiences with relevant recommendations based on past preferences and purchases, driving customer loyalty and increasing average order value. 
• Market Trend Readiness: With new vehicles and technologies hitting the market at breakneck speed, the automotive industry is constantly evolving. A flexible and dynamic product content strategy enables businesses to adapt quickly and stay ahead by ensuring they have the most up-to-date product listings.
• Competitive Edge: A strong product content strategy is vital for businesses to differentiate themselves, especially true in an industry like automotive aftermarket, where many competing companies are yet to get on the digital wagon.

Pedal to the Metal with Product Content Strategy

The automotive aftermarket industry is now gearing up for the digital commerce expressway, and customer experience is steering the industry in this direction. The companies that will blaze the trail will lead with a future-ready product content strategy and won’t be afraid to shift gears with Cloud and AI technologies that will soon be the norm. So, it’s time to buckle up and hit the fast lane with a product content strategy that leads to better customer experiences and drives growth. 

Also, check out our webinar with our partners, Syndigo, on leveraging product content strategy in the automotive aftermarket industry. 

About Pivotree: Pivotree designs, builds, and manages frictionless commerce experiences for brands and their customers around the world. We provide end-to-end solutions and services in Commerce, Data Management, and Supply Chain for hundreds of brands globally.