As consumers shift to digital platforms and e-commerce in the automotive aftermarket expands, Alliance Automotive Group (AAG) sees the Data Quality Management (DQM) initiative driven by TecDoc as a “critical success factor”.
“AAG is all about selling replacement parts, workshop equipment and consumables online,” said AAG Germany Head of E-Commerce, Andreas Leusbrock, who boasts more than 20 years’ experience with TecDoc Catalogue data, as both a data supplier and TecDoc user.
“There is a growing set of new players, such as online dealers and online platforms, that are filling the niche between workshops and end customers. They are redefining the customer experience and distribution channels.”
AAG sees three major features to help businesses stay successful in the independent automotive aftermarket: reliability, a wide range of products, and easy search capability for customers.
Customer experience the key to success
“Reliability and a comprehensive product range are our bread and butter,” acknowledged Andreas. “For easy searching’, we rely entirely on TecDoc. The TecDoc Catalogue data is integrated into our platforms. We know that our AAG catalogues are only as good as the quality of the underlying data and information.
“That is why the data quality from TecDoc is a critical success factor. It facilitates the identification of exactly the right part from the product line, making it easier for us to sell parts online and reduce errors. Customers have a positive experience when they can identify parts correctly, quickly and reliably from TecDoc Catalogue data.”
Data excellence helps to sell more products
Continuously since 2020, TecAlliance has been running a ‘data quality offensive’ to optimise data quality in the TecDoc Catalogue. As vehicles become more complex, high-quality data is needed to pinpoint the differentiating features workshop customers need. Only accurate and complete data permit distinction among products for the same vehicle and ensure correct product/vehicle allocation.
Andreas added: “DQM optimises our daily data management processes. We want to become more efficient, and we can do this with the quality of data we receive from TecDoc. For us, it will mean a higher percentage of online orders, especially in particular product groups where they are lower. I hope that the improved quality of the TecDoc Catalogue data will help customers to accurately identify replacement parts through better descriptions, reducing the need for the independent aftermarket to use original equipment identification systems.”
One element of the DQM initiative is a new set of rules with additional validations and key performance indicators that support parts manufacturers in improving their product data:
“I am glad to see that the industry is onboard because all these changes will lead to greater standardisation of data, so that, ultimately, we can sell more products in the independent aftermarket. We obtain the TecDoc data via monthly data packages. And every month we receive better data. DQM increases customer confidence in buying online. More orders – fewer returns. And that is exactly what we would like to achieve,” concluded Andreas.
