Auto aftermarket sales becoming an omni-channel experience
Auto parts are the third largest category in e-commerce sales, which is contributing to the development of the omni-channel of auto aftermarket sales, according to an AAPEX keynote speaker, Nov. 1.
John Kinsella, vice president of FitForCommerce, an online consulting firm, discussed how today’s consumer visits and researches a variety of channels — including websites, catalogs, social media, advertisements and stores — before making a purchase.
The path to a sale nowadays is not linear, he noted. Businesses need to provide a positive emotional experience for the consumers as they progress through the various channels toward a purchase.
To stand out from competitors, a business needs to provide a smooth, frictionless experience and customer engagement by providing quick product searches, delivery and in-store pickup options, and mobile-friendly access to online sites.
Mobile is critical in the shopping journey, he said, noting that mobile phones account for 34 percent of retail e-commerce sales transactions. That percentage is expected to increase to 48 percent by 2020.