Tag Equipment Owner

Tag Equipment Owner

Podcast: The eCommerce Opportunity

Eric Neyer July 22, 2016 Tags: , , , , , , , , , ,
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In March of 2016 Alan Sage was the featured guest on top marketing consultant Bruce McDuffee’s weekly podcast show, Manufacturing Marketing Matters.

As always, Bruce asks insightful questions and provides his own expert perspective. And Alan shares his predictions on the future of online and aftermarket sales for manufacturers who traditionally relied on dealer/distributor networks to generate orders and revenues from part sales and service.

Alan and Bruce discuss the increasing difficulty for manufacturers to maintain or increase revenues in light of global economic volatility, the proliferation of 3rd party suppliers, and greater competition from non-domestic manufacturers. The competition for aftermarket part sales has become even more challenging, with resellers on eBay, Ali Baba and other online channels vying for the same market share.

The solution is to create an effortless buying experience for online users, akin to the Amazon.com experience that private consumers have come to expect. That is, the ability to buy anywhere, any time, and have confidence that you’ll receive the right parts in a cash-register-ecommercetimely fashion.

Listen to the entire show and learn more about Alan’s actionable takeaways:

  • Manufacturers’ proprietary information (this includes parts catalogs) gives them a competitive advantage over non-OEM aftermarket providers, so figure out how to leverage this information.
  • Customers will pay more for convenience and reliability, so don’t make the mistake of trying to compete only on price when you can truly add value to a transaction.

Bruce McDuffee has proven to be an innovative voice in the world of marketing for manufacturers, applying concepts from B2C and other arenas to the unique challenges and needs of manufacturers. From content marketing to eCommerce to search engine optimization, Bruce stays on top of the latest.

If you’re a manufacturer wondering about the trend toward more transparent online B2B sales, or a marketer looking for advice on best practices for manufacturers, you’ll get something of value from this exchange of ideas.

Check out the podcast on manufacturing eCommerce today.

An Equipment Owner’s Perspective on Spare Parts

Cailin Klein June 30, 2016 Tags: , , , , , , , , , , ,
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One of Digabit’s clients is Schramm, Inc., a 115-year-old manufacturer of drilling equipment supplying the global mining, energy and water industries. Schramm builds custom rigs tailored to buyers’ specifications, which means that maintenance and repair of these unique machines requires complex coordination of the right people, with the right parts, at the right time.

Complicating matters even more, many of Schramm’s products operate in remote locales, hundreds of miles from the nearest airport or major city. Job sites like this are expensive to manage, and when equipment is idled due to a breakdown or unscheduled maintenance it can cost the equipment owner tens of thousands a day in lost productivity and labor costs.

Consider the problems posed by this scenario for a job site’s mechanics and operations manager, as they attempted to keep equipment running up to 24 hours a day:

  • Technical support materials often consisted of a generic set of manuals that did not accurately reflect the actual machinery.
  • Support documents such as illustrated parts books were delivered in print with the machine, or in PDFs on a CD, which means they were practically impossible to update when the OEM re-designed and superseded a part.
  • Depending on geography, delivery of parts could take several days and cost hundreds to thousands of dollars for express service. The consequences of ordering the wrong part were magnified manyfold, considering the immense costs related to downtime.
  • Communications with support staff in the OEM’s aftermarket organization could be difficult, making identification of the correct replacement parts a significant problem when documentation was incorrect or missing.
  • In extreme cases, the ability to rapidly deliver spare parts becomes a life-or-death affair.

This was the environment for equipment users prior to Schramm’s adoption of a digitally enhanced workflow for parts book authoring and publication.

Then Schramm adopted Documoto, a modern, relational database solution that delivers product documentation in the cloud. Documoto has unlocked massive benefits for Schramm customers:Schramm Equipment-Owner-Perspective-Spare-Parts

  • Equipment users have the ability to look up detailed diagrams of parts and assemblies, in parts books that are custom-built alongside the machinery.
  • When parts or other product data are revised by the manufacturer, customers’ electronic parts books are automatically updated within a day.
  • Because part and assembly drawings are now identical to the physical components, order accuracy increased while order processing efforts dropped.

It’s surprising to learn that many billion-dollar companies still manage aftermarket support the old way. Forward-thinking firms like Schramm—and Digabit’s other clients—have discovered a 21st-century parts catalog solution, and the benefits of 24×7 customer access to highly accurate product documentation.