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INTERNET AUTO PARTS REQUISITIONING EXPANDING RAPIDLY
Using the Internet to order automotive parts and accessories has increased dramatically in the past few months, according to a survey conducted by Harris Interactive (HPOL - Nasdaq) and which was released at a recent meeting of the Auto International Association (AIA) Vehicle Parts Manufacturing Group. The Survey, conducted online during March, updates a similar study last fall.
Professionals working on vehicle
service, maintenance, and repair are warming to the new medium. Their numbers
ordering parts on the Internet are up 27% since November; they have tripled
for accessories in the same period. DIY orders are up too, especially for accessories.
"The increases are striking," comments Henry P. Allessio, Managing Director of Walden Consultants, a firm experienced in the automotive industry. "If there remain any doubts that online parts purchasing has mainstreamed, the Harris survey dispels them." Indeed, the Internet is clearly proving as attractive as the more traditional sourcing methods. Over three-quarters of those placing orders on the Internet say it is better on "flexibility" and "shopping around." A majority also like the Internet better on "price."
"As is often the case," says David J.R. Ogilvie, Managing Director of Walden Consultants, "price isn't everything. Getting the exact brand is important too." Almost 90 percent of Internet users ordering parts report that getting the precise specified brand is "always" or "usually" important. Only half admitted that it is acceptable for the supplier to select another brand of comparable quality. Internet related business trends such as these are a major theme of peer group meetings facilitated by Walden Consultants for various groups of auto parts suppliers.
Information was collected from online interviews conducted by Harris Interactive, one of the world's leading Internet research firms. The Harris panel of respondents included professional mechanics and do-it-yourselfers who work on their own or family members' vehicles. Survey results and related analyses are produced in cooperation between Harris and Walden Consultants Ltd., which is active in helping clients investigate E-Commerce choices. This specific automotive industry survey will be completed periodically in the coming months.
Walden Consultants Ltd. regularly conducts corporate strategy, marketing, competitive analysis, and acquisition planning assignments for domestic and foreign clients. Automotive businesses are one area of specialization for the management consulting firm which has offices in Hopkinton, Mass. and Brooklyn, New York.