ELTA Automotive launch its online eCAT platform
One year on from launch, ELTA Automotive is marking the launch of its online eCAT platform. The concept is designed to support independent motor factors with quick, correct access to product and application data across ELTA’s brands. PMF hears from one motor factor that explains why it has helped with efficiency and improved customer service.
ELTA says its eCAT platform has become an important tool for customers, particularly smaller independent motor factors looking to compete in an increasingly data-driven aftermarket.
The platform gives users access to ELTA’s catalogue data, helping customers identify the correct parts.
Since its launch, more than 55,000 units have been processed through the system, with ELTA reporting “strong growth” from customers actively using the platform.
Mind the gap!
ELTA claims that for many independent motor factors, access to large-scale catalogue systems and integrations can be a significant investment – which is why it launched the eCAT. It helps “bridge that gap” by offering free access to application data and ordering support.
ELTA Marketing Communications Manager, Tim Brotherton, said: “The aftermarket has changed enormously in recent years and access to accurate catalogue data is now absolutely essential. Whilst over 95% of our orders now arrive digitally through TecCom/PACT integrations, we never lose sight of the remaining independent customers who may not have access to those systems.”
“We’ve been extremely encouraged by both the uptake and growth customers are seeing through using the platform. Importantly, this is only the beginning and we’re already looking at how we can continue developing the eCAT further in the months ahead.”
Exceeded expectations
In a follow-up interview, PMF asked Tim if the rollout of eCAT had exceeded both his and ELTA’s expectations: “It certainly has; from conversations with customers at trade shows and industry events, we knew there was a gap in the market for smaller motor factors selling application-specific product groups, such as engine management components, without access to recognised platforms.
“However, the level of uptake has been far greater than anticipated. Today, the platform has 272 active registered accounts, which is significantly more than we expected in its first year.”
Building a partnership
Tim revealed that many customers “grew their purchases” with ELTA after adopting the platform, while the company has also welcomed new accounts – specifically because of eCAT.
Tim acknowledged: “As a result, the platform paid for itself in its first year of operation.”
Tim confirmed that eCAT will remain free to use because it “aligns with our wider commitment” to supporting independent motor factors. He continued: “The investment is justified by the additional business generated through improved customer access, greater ordering accuracy, and stronger customer engagement.
“In many cases, it helps smaller customers compete more effectively, which ultimately benefits both them and ELTA.”
The eCAT currently provides access to ELTA’s product offering across VXPRO, Lucas Automotive, and Serck Automotive, with ongoing enhancements planned. Independent motor factors can access the public catalogue immediately, while existing ELTA customers can register for enhanced account functionality directly through the site.
PMF sits down with Lauren Franklin, Allparts XPS Branch Manager
Lauren told PMF: “At Allparts XPS, speed and accuracy are essential, and the ELTA eCAT has become a valuable tool for our team. It makes identifying the correct parts much quicker and gives us confidence that we’re supplying the right components first time, helping to reduce delays and returns.
“The platform is intuitive and easy to navigate, with clear vehicle applications and product information that save valuable time at the trade counter.
“As branch manager, I’ve seen firsthand how it improves efficiency for our staff and helps us provide a better service to our customers. I’d happily recommend ELTA eCAT to other motor factors looking to streamline their parts identification process.”
