e-commerce bests practices in the automotive aftermarket · 2018-04-25 · three business days or...
TRANSCRIPT
E-Commerce Bests Practices in
the Automotive Aftermarket
Wednesday, April 18th : 2:00 p.m. – 3:30 p.m.
MylesKovacs
President & Co-FounderDUB Magazine
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Top Categories
Exterior Interior Lighting & Lamps
Accessory & Appearance Products
$22.15BPerformance Products
$9.65B
Complete Engines Engine Rebuilding Exhaust Manifolds
& Headers
Exhaust Systems
Wheels, Tires & Suspension Products
$9.35B
Suspension & Steering Wheels, Tires & Parts
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Trucks, SUVs & CUVs
2016 CONSUMER PURCHASE ESTIMATES BY VEHICLE SEGMENT % OF SALES
Source: SEMA Consumer Market Data
7%
18%
8%7%
1%
10%
16%
30%
3%
1%
0%
5%
10%
15%
20%
25%
30%
35%
Small Car MidRange/Traditional
Car
Upscale Car Sports Car Alternative Power CUV SUV Pickup Van Classic
<
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Enthusiasts &Non-Enthusiasts
17%
9%
16%
10%
26%
22%
0%
5%
10%
15%
20%
25%
30%
BUILDER DRIVER IN-CROWD HANDYMAN COMMUTER DIFM
Source: SEMA Consumer Market Data
BUYER TAPES % ACCESSORIES
ENTHUSIASTS 42% NON-ENTHUSIASTS 58%
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Millennials DO Accessorize
Source: SEMA Consumer Market Data
AGE % OF TOTAL U.S. POPULATION
TOTAL U.S. POPULATION ACCESSORIZERS NON-ACCESSORIZERS
18–29 21% 28% 19%
30–39 17% 27% 14%
40–49 17% 18% 17%
50–59 18% 15% 19%
60+ 27% 12% 31%
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Personalization & Customization
Thank You
On the Road with eBay
Todd MadeirosVP, eBay Motors
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Agenda
eBay Overview
Fueling Passions with eBay Motors
Keys to Success
My Garage Demo
We’re Not the eBay You Think You Know
81%of items sold are new and unused
70%of items sold on eBayship for free*
Q4 2017*Applies to US, UK, DE
1.1Blistings live onthe eBay Marketplace
~2/3of eBay packages in the U.S. are delivered within three business days or less
190Markets
170MGlobal Buyers
Profitable Growth
Motorcycle
Parts15Sold Every
minute on
eBay Motors
2017
An Exterior
Part
3Sec
Sold Every
2 Car Partsor Accessories
1 Sec
Sold Every
A Wheel or
Tire Part
7Sec
Sold Every
Continuing a Strong Partnership
16
Agenda
eBay Overview
Fueling Passions with eBay Motors
Keys to Success
My Garage Demo
When Your Car Isn’tJust a Car
https://www.youtube.com/watch?v=PmSStZSSVOM
Catering toCompleteOwnership
Areas ofFocus DuringVehicleOwnership
20
The Relationship Between Human and Car
Depth and Breadth of Inventory – Personalized
ExteriorAccessories
Interior AccessoriesPerformance/
CustomDirect Replacement Maintenance Parts Front of Counter
OEM Branded Aftermarket Private Label Used
More to Fuel the Passion for Mustangs
Apparel & Merchandise(e.g., Clothes, Decals)
Diecast Cars & ToysMemorabilia & more
(e.g., Furniture, Garage Signs,)
Fueling Passions
24
Agenda
eBay Overview
Fueling Passions with eBay Motors
Keys to Success
My Garage Demo
25
Clean Product Imagery for PLA Visibility
2015 Ford
Mustang
headlights
PLA
26
A Robust Catalog
SEO-Friendly Landing Pages
2015 Ford
Mustang
landing page
‘fits confirmation’
to provide
trust
My Garage Demo
Marie Niewiroski
29
Panel:
E-Commerce Best Practices in the Automotive Aftermarket
Adam LandersSenior Director of Sales,
Pitney Bowes Commerce Services
Stephanie StrongEnterprise Account Manager,
ChannelAdvisor
Jordan HettingaDirector, Parts & Accessories
Category Management,
eBay Motors
Brian JohnsonGeneral Manager,
Forward Powersports
Myles KovacsPresident & Co-Founder,
DUB Magazine
More questions? Come find eBay in Booth #27 and Pitney Bowes in Booth #31 in the Catalyst Pavilion.
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Thank you!
Up Next:
Scott HarkinsSenior Vice President, Customer Channel Marketing, FedEx
Keynote Room at 3:30 p.m. – 4:45 p.m.