April '19

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4 THE SHOP APRIL 2019 \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ © 2019 National Business Media, Inc. All rights reserved. THE SHOP (ISSN 2380-7415) is published monthly by National Business Media, Inc., 2800 W. Midway Blvd, Broomfield, CO 80020; (303) 469-0424; FAX (303) 469-5730. Subscription rates in the U.S.: One year, $45; Two years $80; Three years $108. Canada: One year, $76; Two years, $142; Three years, $201 (U.S. Funds). Mexico/International: One year, $98; Two years, $186; Three years, $267 (U.S. Funds). Periodicals Postage Paid at Broomfield, CO 80020-9998 and additional mailing offices. USPS/National Business Media Automatable Poly. POSTMASTER: Please send address changes to THE SHOP, PO Box 460651, Escondido, CA 92046-0651. All items submitted to THE SHOP become the sole property of THE SHOP and National Business Media, Inc. and may not be reproduced without the written consent of the publisher. Advertisers and/or their agencies, jointly and severally, assume all liability for printed advertisements in THE SHOP. Opinions expressed in THE SHOP may not necessarily reflect the opinion of the magazine's editor, its management or its advertisers. Letters, photographs and manuscripts welcome. t doesn't take a study to convince most automotive professionals that digital sales are on the rise. But the projected growth rate of such transactions may still surprise you. Hedges & Co., an automotive digital marketing agency, has published its annual automotive parts and accessories forecast for online retailing. The forecast predicts online auto parts and accessory sales will surpass $12 billion in the U.S. in 2019, and nearly $16 billion for North America as a whole. Furthermore, the company projects online sales of auto parts and accessories in the U.S. will approach $19 billion by 2022, with an annual growth rate of 14 to 16 percent. And even if those parts aren't ultimately purchased online, digital influence is expected to affect $148 billion of auto parts and accessory sales through all channels, including traditional retail channels. Digital influence occurs as consumers and service professionals search for information online—when they read reviews, when they are exposed to product and brand advertising, and as they watch video advertising or video content. About nine out of 10 consumers now do some form of research online before purchasing an auto part or accessory, the company notes. This online activity influences sales through chain retail stores, automobile dealers, big box retailers, local independent brick and mortar retailers, jobbers and online sales. Online sales include online retailers, as well as the growing number of manufacturers selling direct to consumers, the company adds. The four most popular methods of online consumer research are: • Using search engines like Google or Bing (74 percent of all consumers) • Visiting online auto parts retailer websites (73 percent) • Visiting manufacturer websites (57 percent) • Visiting automotive forums (47 percent) Other highlights from the annual Hedges & Co. automotive industry analysis include: • The above-mentioned digital influence on parts and accessory sales will grow to more than $160 billion in 2022 • Amazon auto parts sales are projected at over $8 billion in 2019 • More than $7 billion in online parts sales will come from mobile this year The company has tracked online auto parts sales closely each year since 2007. The forecast does not include used or recycled parts, online auctions such as eBay Motors or third-party marketplaces. THE SHOP will continue to publish articles highlighting online sales, digital strategies and success stories from industry experts and peers. It's an important part of the market that's obviously here to stay. Online Sales Still Skyrocketing I \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ DRIVER'S SEAT PUBLISHER REGAN DICKINSON EXECUTIVE EDITOR JEF WHITE DIGITAL CONTENT EDITOR ANTHONY BOWE ART DIRECTOR IVETH GOMEZ GRAPHIC DESIGNER LINDA CRANSTON EASTERN TERRITORY SALES MANAGER WENDY MILES WESTERN TERRITORY SALES MANAGER RYAN WOLFE SALES SUPPORT ERIN GADDIE TECHNICAL CONTRIBUTOR MIKE MAVRIGIAN CONTRIBUTING WRITERS JOHN CAROLLO, PATRICIA KAOWTHUMRONG, JOSH POULSON, BRETT SOLOMON NATIONAL BUSINESS MEDIA PRESIDENT & CEO ROBERT H. WIEBER JR. VICE PRESIDENT/INTEGRATED MEDIA JOHN BENNETT VICE PRESIDENT/PUBLISHING DAVE POMEROY VICE PRESIDENT/FINANCE KORI GONZALES, CPA VICE PRESIDENT/NBM EVENTS SUE HUEG, CEM, CMP VICE PRESIDENT/AUDIENCE LORI FARSTAD DIRECTOR OF TECHNICAL SERVICES WOLF BUTLER MULTIMEDIA PRODUCER ALISON MCDONALD MULTIMEDIA PRODUCER BRIAN HAUSER Jef White Executive Editor

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