New Dana website is part of campaign to improve customer experience
LAS VEGAS — Dana Incorporated on Oct. 31 at AAPEX introduced a new campaign designed to provide a “better” customer experience for those customers using the Victor Reinz® and Spicer® brands in the aftermarket.
Dana’s corporate motto, People Finding A Better Way®, is reflected in this campaign, which highlights better materials, better design, better products, better performance, better electronic cataloging, and a better customer ordering portal – all of which contribute to the ease of doing business with Dana and a better overall customer experience.
Darryl Wray, during the company’s Tuesday press conference, presented the new DanaAftermarket.com, a big part of transforming the company to a digital enterprise. The updated website and parts searching capabilities also includes Victor Reinz product.
Wray explained there are four ways users now can search for parts on the updated website:
• By year/make/model and then drilling down by engine type, for example.
• Competitive parts interchange
• ACES and PIES class and line codes
• Predictive search for the type of part you are looking for
The new platform streamlines the buying process, including identifying the part needed and finding local distributors. It also has capabilities for direct customers to place and track orders for the company’s automotive and commercial-vehicle parts portfolio. The platform now includes Victor Reinz®, Spicer® and SVL® brands.
Additionally, the Spicer K350 paper catalog will be back in circulation by December, Peter Cirulis, vice president of customer experience, strategy, and product planning for the Dana Aftermarket Group, said during the press conference.
“Dana’s corporate motto, People Finding A Better Way, is the very core of Dana’s culture. The new e-commerce platform is a significant advancement in our commitment to digital transformation and finding the best way to address the aftermarket community’s needs,” Cirulis said. “Whether you are a professional service technician, automotive enthusiast, seasoned parts distributor, or a new-generation user, the search functionality of our new platform provides a convenient tool to identify quality replacement parts from Dana and our family of brands."
Highlights of the platform include:
• User-friendly and time-saving search function that identifies the desired component by part number, product type, product line, keyword, and competitive interchange, as well as year, make, and model of vehicle;
• High resolution photographs with zoom function to help visually identify the correct part;
• Comprehensive technical details and specifications; and
• Secure portal for customers that delivers expanded functionality.
The AAPEX show marks the one-year anniversary since Dana, the original supplier of Victor Reinz gaskets, once again became the exclusive distributor of the Victor Reinz product portfolio in North America – backed by Dana’s global leadership in OE and aftermarket engine sealing technology. North American product line coverage now exceeds 95 percent of sales, heading toward 99 percent of sales by the end of 2018.
“Having the Victor Reinz brand back home with Dana is significant, and the North American aftermarket is responding very positively,” said Dan Griffin, senior director of global aftermarket at Dana.” Griffin added, “Dana has been recognized with multiple industry and customer awards, which is a true testament to the emphasis we place on customer centricity. For example, Dana products are factory installed on 6 of Ward’s 10 Best Engines for 2017.”
Subscribe to Aftermarket Business World and receive articles like this every month….absolutely free. Click here.
