SEMA Lessons
Written by Graham Farrell • November 22, 2023
Now that SEMA is done for another year, my biggest observation from the show was the prevalence of e-comm giants talking about disrupting distribution channels in the automotive industry. This year, our booth was directly across from Walmart, and eBay Motors was a couple of aisles over. Booth booths were enormous and often packed with attendees and product manufacturer exhibitors. Walmart was busy promoting its online marketplace, showing how it uses data to target buyers with product info. They trotted out one smart young Walmart e-comm executive guest speaker after another to talk about things like Walmart Connect and its "search relevancy enhancements." They introduced "variant bidding," which enables sellers "to promote any variation of an item, including color, size, and patterns." Perhaps most importantly, they talked about having 120 million monthly visitors and how sales grew by 23% in 2023. Then, to top it all off, they trotted out Jay Leno to talk about how he uses Walmart Marketplace to sell his line of car care products.
My net takeaway from all of this? Traditional distributors need to start to compete more effectively with data-driven technology and strategies, or they will wake up wondering if anyone got the license plate of the data dump truck that hit them.
My suggestion? Get your own monster data dump truck and level the playing field before it's too late.
Lift & Shift specializes in working with traditional distributors to mine their sales data, identify targeting opportunities with existing customers, and incentivize increased purchasing with engaging performance-based B2B customer reward programs. Lift & Shift programs include:
- 3-month program builds
- Minimal set-up costs
- Performance-based cost structures
- Program financial modelling
- Program ROI minimum target: 400%+
Read more about how your business can compete against the e-comm giants in our latest blog, Competing Against E-commerce Giants: The Power of B2B Customer Reward Programs
Graham Farrell is the founder and CEO of Lift & Shift.
Lift & Shift™ offers a powerful B2B reward platform that can help your company leverage its sales data to drive incremental purchases with customers and channel partners or motivate sales staff. We work with manufacturers, distributors, and service providers to analyze sales data and improve efficiencies, accuracy, service levels, and other valuable targeting opportunities.
We create and deliver highly relevant offers to customers, in-house sales staff, or sales associates, motivating your target audience to respond using a wide array of appealing reward options as influencers. Our performance-based reward structures deliver an unparalleled return on investment, with absolutely no wasted budget.
Our customizable reward platform enables clients to easily benefit from a robust loyalty reward program. It's affordable and includes Lift & Shift’s turnkey professional program administration. We take care of everything, so you can focus on your key initiatives.
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