Data-Driver: Auto Parts Catalog Services – Parts Insider Interview Series
Today, we are speaking with Paige Johan from Data-Driver. Paige and the team at Data-Driver develop, audit, and manage parts and accessories catalog data, and in our experience this is a service that many manufacturers need. Data-Driver works with the ACES/PIES data standard, as well as Amazon’s quasi-ACES compliant fitment data standard.
Here’s our interview with Paige, where we talk about Data-Driver’s key services, and where Paige sees the future of data management heading.
Can you describe your product/service as if I knew nothing about it or the market?
The automotive aftermarket has developed industry-wide standards to facilitate the efficient and accurate exchange of fitment and product data between manufacturers and distributors, these standards are known as ACES (Aftermarket Catalog Exchange Standards) & PIES (Product Information Exchange Standards). The Data-Driver team helps automotive aftermarket companies to develop, maintain, and distribute their ACES & PIES data.
In other words, we work with companies in the automotive aftermarket to provide their customers with comprehensive product information to ensure they are purchasing the correct part for their needs and specific vehicle.
What’s your standard elevator pitch for your company?
We can help increase sales through better product information and accurate fitment information that meets industry standards and can be easily integrated into manufacturers’ own websites as well as their distributors’ websites and sales systems.
What are the most common misconceptions people have about your business and about automotive parts data in general?
The most common misconception about electronic catalog data is that once it is setup, you’re done. The truth is the setup is just the beginning, catalog data for the automotive aftermarket must be maintained and revalidated monthly or every time the industry’s master tables are updated.
If you don’t maintain your data, there is a good chance you will ‘lose’ coverage or your data will become unacceptable to most distributors.
What is your favorite part of your job?
Receiving positive feedback from our customers’ distributors/data receivers/customers on the quality of the data we distribute. Knowing that we are developing data for our customers that not only meets but exceeds expectations. Helping customers increase sales with accurate product data.
How do you quantify the value of the services you offer? Is there a good way for auto parts retailers to estimate ROI?
Determining ROI for the development and maintenance of electronic catalog data can be a very difficult task. However, most of our customers have told us that their sales increased and returns decreased after we began working with them on the setup and distribution their catalog data.
One customer told us that their sales increased 250% after we started helping them with their catalog data.
What are the three most important things you want anyone considering Data-Driver’s services to know?
#1 After your ACES & PIES databases are setup, they MUST be maintained/revalidated on a monthly basis, when the industry’s master tables are updated. If you don’t maintain your data, there is a good chance some or all of it will become invalid within 12-months, and then you have wasted the money invested in the initial setup.
#2 We are an Authorized ACES Provider for Amazon, which means we can submit fitment data to their part finder tool, so when someone is looking for parts that only fit their vehicle, your products will be included in their search results.
#3 We provide transparent quotes that not only show our estimated project cost, but also how much time we expect the project to take and what the total cost would be if we charged by hour.
Where do you see the market for electronic catalog data moving over the next five years?
In the next 5 years, we expect ACES & PIES data to become a requirement for most major auto parts retailers. While you have been able to get away with not having your data in those formats, by 2025, we expect most major retailers will see the benefits of ACES & PIES data to their bottom line (especially reduced number of returns due to fitment issues) and REQUIRE their suppliers submit ACES & PIES data rather than a load sheet.
What do you attribute to Data-Driver’s success?
We work closely with each of our customers to ensure we are working together to help them meet their goals.
Is there anything else you’d like to share with Spork’s readers?
With help from Data-Driver and Spork Marketing, you can easily start selling your parts directly to your customers from your own site.
Product data management can be a major pain point for aftermarket auto parts and accessories manufacturers and retailers. If you don’t already have your part data cataloged in ACES and PIES, make a plan to do so.
Not only will it soon be a requirement for many online parts retailers, but the complete product profile will help a manufacturer’s bottom line. Distributors and retailers prefer to sell auto parts with complete visual and written content because consumers want to know exactly what they are buying. Returns and complaints are reduced when fitment and other important data is accurately listed. The Data-Driver team prides themselves on pricing transparency and strong customer service. Contact Paige and the team to learn more.
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