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Industry: Email Alert RSS FeedAftermarket gurus warn of OEM competition on line - original equipment manufacturers
DSN Retailing Today, August 20, 2001 by Katherine Hutchison
However, clicks on a Web site are not in themselves an effective measure of e-commerce success, said Federal-Mogul Corp. vp Jay Burkhart. "ROI will be the measure."
"E-commerce companies spend $250 in marketing costs to acquire one customer, Polk's Miller said. "And most e-commerce customers don't make repeat purchases."
Although the aftermarket was slow to adapt to the Net and e-commerce, it can benefit from getting in the game late, several speakers noted.
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"Watching from the sidelines may not be so bad; you can learn from it," Miller said.
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COPYRIGHT 2001 Gale Group
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