Dale E. Hopkins, chief information officer at the Aftermarket Auto Parts Alliance, was a keynote speaker at last week’s Auto Care Association’s Automotive Content Professionals Network (ACPN) Knowledge Exchange Conference in Fort Worth, Texas, from April 15-18, 2018.
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 us sell more parts through an eCommerce solution such as MyPlace4Parts, the industry’s leading 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 vehicle, 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.