Dana holds digital experience workshop to strengthen sales team

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Updated Apr 20, 2023
Dana sales training event

Dana Incorporated recently hosted a two-day seminar for its aftermarket team that focused on the fluency and capabilities of Dana Aftermarket’s e-commerce platform.

Dana says the goal of the seminar was to provide participants with a solid understanding of digital transformation and e-commerce trends, as well as a vision and framework for growth of Dana’s digital business channels.

“The Dana Aftermarket business team continues on its path of digital transformation and continuous improvement with a focus on the data-driven customer experience, integrated data insights, and e-commerce solutions for its global operations,” says Dan Griffin, senior director, aftermarket and digital solutions, Dana. “The seminar gave the participants a solid understanding of our e-commerce vision and capabilities.”

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More than 60 global Dana Aftermarket employees participated in the workshop that featured a mix of industry-experts as well as members of the Dana marketing and customer experience teams. Among the topics discussed were the macro environment for digital customer experience, ways to engage distribution as fulfillment partners in the automotive parts channels, and the role of change management and culture as a critical factor to success, Dana says.

The Alexander Group, a leading consulting firm, presented at the workshop and reported that e-commerce growth is exploding. Dana says the company shared that two-thirds of companies are increasing digital investments this year because organizations with advanced digital business models are realizing accelerated revenue conversion, operational savings, improved customer success, and process standardization. 

A presentation by G-Commerce, an automotive specialist in API/EDI e-commerce, highlighted an e-commerce study from the Auto Care Association and the Aftermarket Suppliers Association that digital commerce in the aftermarket is growing at 19.24 percent compared with brick and mortar at 2.54 percent. In fact, digital commerce now represents 12 percent of total aftermarket sales and more than 70 percent of end users are using digital channels to research prior to purchase, Dana says. 

“The Dana Aftermarket business has a number of digital initiatives in various stages of development to drive operational efficiency, accuracy of data, and improved customer experience,” says Griffin. “This unique competitive differentiator is resonating with key aftermarket customers at the c-suite level and is positioning Dana as a thought leader and unique business partner that adds profitability and value beyond the product mix and sales terms.” 

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