LAS VEGAS — Auto parts are the third largest category in e-commerce sales, which is contributing to the development of the omni-channel of auto aftermarket sales, according to an AAPEX keynote speaker, Nov. 1.
John Kinsella, vice president of Fit for Commerce, an online consulting firm, discussed how today's consumer visits and researches a variety of channels — including websites, catalogs, social media, advertisements and stores — before making a purchase.
The path to a sale nowadays is not linear, he noted. Businesses need to provide a positive emotional experience for the consumers as they progress through the various channels toward a purchase.
To stand out from competitors, a business needs to provide a smooth, frictionless experience and customer engagement by providing quick product searches, delivery and in-store pickup options, and mobile-friendly access to online sites.
Mobile is critical in the shopping journey, he said, noting that mobile phones account for 34 percent of retail e-commerce sales transactions. That percentage is expected to increase to 48 percent by 2020.