1. Content is King in a Web Marketing Strategy for Top Line Growth February 2, 2011 Aftermarket eForum

2. Content is king, But….. content alonedoesn’tget it done 2

3. thekey to success is E-commerce…making sales, either online or offline 3

4. Online shoppers don’talways purchase online Online research influencesin-store purchases 4 45% of in-store purchases now are influenced by online research (1) 53% of total retail sales will be influenced by 2014 (2) Sources: (1) Forrester 2009, (2) Forrester March 2010

5. The definition of “e-commerce” sales can be misleading… Anyelectronic order made over the internet could be included 5

6. Aftermarket online ordering includes 6

7. Today we will Cover the reasons customers go online. Develop a list of what is important and expected by both DIY and professional service providers. Identify and review the top retail and manufacturer sites. Present a checklist as a guide to improve your site. 7 Content is King

8. How Big is E-Commerce? E-Commerce vs. Total U.S. Retail Sales 8 2012 10.7% - $334.7 b - (non-travel, full year est.)(2) Largest by percentage - est. 2012 (2) 55% - $37.1 b - Computer hardware & software 43% - $9.7 b - Event tickets 35% - $15.4 b - Gift cards & certificates 35% - $11.7 b - Music & videos 32% - $13.2 b - Toys & video games 30% - $3.1 b - Baby products 29% - $29.5 b - Consumer Electronics 4% - $30.9 b - Autos & auto parts 2009 3.6% $131.8 b (1) 254% Increase Sources: (1) eMarketer/Plunkett Research, Ltd 2010; (2) Forrester Research, Inc & data from North American Technographics Benchmark Survey, 2007 - Forecast U.S. eCommerce (non-travel) 2007-2012

9. Why Shop Online? All Consumers/All Products (1) 71% - Of U.S. consumers are using the internet (2) Price is not the driving force for using the internet 9 Sources: (1) Nielsen Online survey 2007, eStudy by BizRate 2007, (2) SEMA Research & Information Center 2007

10. Online Activities Percentage of Internet Users Surveyed Source: Pew Internet & American Life Project, Plunkett Research, Ltd. 2010 10

11. Auto Parts - DIY 80% - Use for high dollar parts, especially accessories 11 Source: TLG - The Langer Group 2010

12. Auto Parts - DIFM Professionals Source: TLG - The Langer Group 2010 12

13. Auto Parts Professional Technicians Use the Web 13 Source: Babcox Internet Study 2007

14. Auto Parts Professionals Use the Web 14 Use aftermarket manufacturers’ web catalog Technicians look up their own parts Use manufacturers’ web catalog over 20% of the time Use full line catalog (store) Source: NCMA Catalog Use Survey 2008

15. Professionals Use the Web Next three slides are details of information from NCMA surveys of counter personnel, technicians and professional service providers. We’ll go through these VERY quickly in this presentation, but we wanted to include this information so when you download the presentation you will have the details and be able to study them more closely. 15

16. Counter personnel and service providers 16 What is Important to Professionals Source: NCMA Catalog Use Survey 2008

17. What is Important to Professionals Full-line (retail) electronic catalogs What is Important in Full-Line Electronic Catalogs to Professionals? Source: NCMA Catalog Use Survey 2008 17

18. What is Important to Professionals Manufacturers’ online catalogs What is Important in Manufacturers' Online Catalogs to Professionals? 18 Source: NCMA Catalog Use Survey 2008

19. What is Important to Professionals The “short” list 19

21. Fuel filters

22. Transmission filters

23. Wiper blades

24. Car batteries

25. Brake rotors

26. Brake pads

27. Headlamps

28. Spark plugs20 Who is the Online Competition? Source: (1) IMR

29. Looking for “Auto Parts” (based on the number of times listed on first page of Google Search results) Top Sites Advance Auto Parts Auto Parts Warehouse JC Whitney NAPA Online Parts Train Pep Boys 21

30. Search Engine Optimization SEO is a seminar in itself…however, to improve search results Frequent updates of key words in page headers, text and image captions Metatags Loading news releases, newsletters Use blogs and forums for technical and installation tips Product features & benefits Product & performance specifications Installation instructions 22

32. Delphi

33. ACDelco

34. Affinia

35. Honeywell

36. SMP

37. UCI

38. Tompkins/Gates

39. Tenneco

40. Cardone

41. Coni-Seal

44. Retail sites blend product data from all manufacturers

45. Specific application data is frequently in a comment or description field25 Benchmark Checklist

47. Related jobs are presented as options

48. Retailers offering multiple brands can show recognized brand logos26

49. Look up by Product Category, Job, Part No. Recommend related jobs, related products 27

50. Benchmark Checklist Troubleshooting information should be provided so products are not needlessly replaced Replacement and installation instructions System training Manufacturers and retailers usually offer phone and e-mail options or store locations 28

51. Look up Part No. Job diagram links common solutions 29

53. Look up Part No. See customer ratings 31

54. Making sales is the key to success Manufacturers B2B in secure are for approved customers only Retail stores B2B and/or B2C in secure area for approved customers B2C in public area with security for customer information Some refer customers to brick-and-mortar store locations Benchmark Checklist 32

56. Some sites deliver “no part” after a series of decisions

57. Many searches can be done in a single field, including looking up applications

58. An integrated thesaurus allows use of multiple and common termsOxygen sensors, O2, etc. 33

59. Few Decisions, Fewer “Clicks” No “go” required, automatically displays next options Text search allows additional options for fast lookups 34

61. After part lookup is complete, link troubleshooting and training35

62. VIN “Google” Search Partial VIN to VIN list – select VIN – Fill in YMME 36

64. Product quality options

65. Pricing options37

66. Compare Products Identify correct parts Features, benefits, selling information Product quality Price 38

67. Benchmark Checklist Key features found on manufacturer and retail sites 39

68. Benchmarking Many companies do some review of other sites, usually competitors No regular and formal methods were identified 40

69. Where are We Now? 41

71. Action Items 44

72. “An organization’s ability to learn, and translate that learning into action rapidly,is the ultimate competitive advantage.” Jack Welch, former CEO of General Electric “It’s simple, but not easy.” Lou Epstein, The Partnership Foundation

73. 46 THANK YOU. TOM MARX CEO/President tmarx@themarxgrp.com 415.453.0844 ext. 106 JOHN NODSON Market Specialist jhnodson@themarxgrp.com 914.482.0683 To download the Benchmark Checklist visit www.themarxgrp.com/benchmarkchecklist.pdf