The Internet and the Aftermarket
Ok, are you ready, this column will probably ruffle a few feathers…but let's face it; the internet has changed our world forever! Business, politics, relationships, vacations, school, science, you name it – the internet has touched them all. So how has the internet influenced the aftermarket?
INFORMATION OVERLOAD! Yes, Just type the word "aftermarket" in any internet search engine and you get pages upon pages of internet "hits" – covering topics such as on-line catalogs, enthusiast forums, research articles, installation instructions, shop manuals, streaming videos, on-line blogs and the list goes on. The search engines even suggest related search topics, just in case you don't see what you intended! (Before we dive into this topic too much, let me want to go on record to say that I have and am involved with several internet venues that are run by professionals with the highest degree of integrity and are invaluable resources for the enthusiast. To these people, I tip my hat with respect and appreciation.)
Let's get back on topic…. The amount of internet-housed information is truly impressive and sometimes daunting. The biggest benefit of the internet is that pretty much any information you could possibly want can be found on-line. The difficulty is INFORMATION VALIDATION. What source did the data come from, how do we know it is accurate and can we rely on the data for our decision making process?
My experience is that information from a source which is “unknown”, anonymous, unprofessional, or rude it most likely not information you should bank on…always validate against a reliable source. Chat rooms and forums are great places to dialog with others (usually complete strangers) to explore ideas or product experiences. Though some good insight can be gained through these sources, keep in mind that everyone has an opinion based on pre-conceived expectations or prior experiences which drive different levels of satisfaction. So, please!, take all information gleamed from chatting with "unknowns", reading internet blogs, or searching the web with a grain of salt! Gather your data and then talk with known, respected, product experts to gain a balanced perspective on the information you found.
The internet has also brought on a RETAIL EXPLOSION! Once you've sifted through the internet jungle and you've selected a product choice, just type the product name – such as exhaust system - in any search engine and you'll be amazed at the number of choices available to purchase your system. Some sites even offer "sponsor" choices to direct you to specific stores. So how do you know which on-line store is "legitimate" versus one that's making a few quick bucks?
Do people really create virtual business? You bet 'cha! The requirements to set up an on-line store are minimal (website, domain name, computer for hosting the site, programming skills to showcase available products) so it's not unheard of for an enthusiastic entrepreneur to set up a simple shop to make a few quick bucks. These businesses focus on bringing money in fast versus offering exceptional products and providing great customer service. So….experience says, shy away from any on-line website without security shields, privacy statements, telephone contact numbers (answered by real people!), and real-time customer service. Ask questions, give the company a call and make sure you're comfortable with the product and services offered.
So, how can tell if a company is legitimate? Typically they have a physical building, on-hand inventory, staffed professionals and excellent customer service. Also, most legitimate aftermarket companies typically complement their internet presence with the use traditional methods of advertising and marketing (Magazine ads, mailers, news paper, etc) to expand the customer reach and advertise their products. An internet search results page shouldn't be your only validation that a company is legitimate and if possible, visit the physically location. If you never heard of the Company, at a minimum, call with questions before giving your credit card information and placing an order.
MORE ENTHUSIAST FRIENDS!…yes, the information exchanged via chat rooms, on-line forums, and internet searches can increase your circle of friends; especially when you reach millions of Mustang enthusiasts with just one internet post! Internet images are a great way to see how a specific body kit looks on vehicles with different paint colors, different wheel styles, a hood from MRT and a rear spoiler from 3dCarbon, etc. Aftermarket options are plentiful and the internet is a great source to see and read what's new and exciting. I've developed many friendships which started with a simple forum "nice ride" post or a comment on a new gadget in the market.
In summary, the internet is an exceptional resource to the Mustang enthusiast. Do as much research on the company you are considering a purchase from as you do on the product itself. Be careful when trusting the recommendation of an unknown, anonymous person, on-line that goes by name “Iknowitalltrustme”.
Have fun, good luck data mining through the internet and, yes, please feel free to drop me a line if you need any assistance.
- Scott Hoag
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