Dale Hopkins, chief information officer at the Aftermarket Auto Parts Alliance, was a keynote speaker at the Auto Care Association’s Automotive Content Professionals Network (ACPN) Knowledge Exchange Conference, which took place April 15-18 in Fort Worth, Texas.
Speaking to more than 400 content professionals, Hopkins primarily focused on the importance of product information and content. He explained that having accurate and descriptive content is just as important as the product itself, and helps sell more parts through an e-commerce solution such as MyPlace4Parts, the Alliance’s proprietary parts ordering system, and in part stores.
“Yesterday’s content will not work in the future,” said Hopkins. “As vehicles become more complex and as vehicle owners have fewer interactions with auto professionals through online ordering, we must help ensure consumers are ordering the right parts for their vehicles, and this means developing better, more comprehensive content.”
Hopkins also spoke about the Alliance’s expanding international footprint and programs, shifts that collectively impact the aftermarket, as well as the necessity to embrace the upcoming changes in the industry.
