THE ILLUMINATOR

VOLUME V

Building Your MYCARPARTS.com

Business Asset
MYCARPARTS.com
is
a
free
electronic
 disKnguish
their
products
online
at
hUp://
M Y C AR P ARTS.COM

 catalog,
with
unprecedented
brand
control,
 mcgard.mycarparts.com.
FEATURE
EDITION that
comes
with
every
Evokat™
user’s

monthly
subscripKon.
This
level
of
brand
 Product
and
applicaKon
data
changes
made

DRIVE
YOUR
BRAND
IDENTITY
 control
enables
your
products
to
stand
out
 within
Evokat™
are
populated
into
their

WITH
CUSTOMIZATIONS in
the
marketplace,
rather
than
become
one
 respecKve
MYCARPARTS.com
accounts

PAGE
2 more
commodity
in
a
tradiKonal
Year/ within
24
hours
of
the
change,
which
can

Make/Model
lookup. greatly
stem
the
flow
of
any
non‐damaged

returns.
Fitment
issues,
idenKfied
at
the

FEATURES
&
BENEFITS

Featured
MYCARPARTS.com
brands
create
 counterman
level,
can
be
recKfied
in
a

OF
MYCARPARTS.COM


significant
return
on
investment
 maUer
of
hours,
not
days
or
weeks.
The

PAGE
3
opportuniKes
for
their
owners.
These
 ability
to
present
installaKon
videos
and

opportuniKes
include:
increased
sales
from
 instrucKons
within
MYCARPARTS.com,
which

EXPANSION
OF enhanced
speed
to
market,
reduced
non‐ are
present
on
some
SurTrack
products
at

CLOUD
INFRASTRUCTURE
 damaged
returns,
as
well
as
the
 hUp://wonh.mycarparts.com,
further

PAGE
4 reinforcement
of
successful
markeKng
 reduces
the
potenKal
for
improper
fitment,

campaigns
through
adverKsing
on
account
 thereby
enhancing
the
customer
experience

Login
and
Search
pages. when
selecKng
your
brand
over
a

compeKtor’s.
EducaKng
your

customers
about
 MYCARPARTS.com
customers
have
the
web

product
features,
new
 real
estate
to
place
ads
and
featured

numbers,
key
 product
announcements
on
their
Login
and

interchanges,
obsolete
 Search
pages.
Delphi
CorporaKon
uses
both

inventory,
and
universal
 the
featured
product
and
ad
funcKonality
to

parts
increases
your
 drive
their
value
proposiKon
at
hUp://
sales.
Detailed
features
 delphi.mycarparts.com.
In
addiKon,
TwiUer

and
benefits
displayed
 integraKon
allows
MYCARPARTS.com

in
the
Part
InformaKon
 customers
to
release
new
number

secKon
of
the
Brand
 announcements
or
other
brand
messages,

Owner’s
lookup
page
 communicaKng
instantly
with
the
users
of

further
define
why
your
 their
web
catalog.
brand
is
superior
and

enhance
your
sales
 Most
importantly,
MYCARPARTS.com’s
new

potenKal.
McGard
 design
translates
to
fewer
clicks
between

Security
Products
is
 the
iniKal
search
and
your
products,

acKvely
embracing
this
 meaning
your
customers
reach
their

opportunity
to
 decision
to
purchase
in
less
Kme.

APRIL
8,
2011 www.illumaware.com 1
 THE ILLUMINATOR VOLUME V

Drive Your Brand Identity With Customizations

The
challenge
that
brand
managers
have
is
not
in
designing
branding
that
communicates
the
expectaKons
of
a
company,
but
to

ensure
the
organizaKon
is
delivering
on
its
brand
promises.
Brand
idenKty
is
communicated
and
evolves
with
every
customer

interacKon,
with
every
product
shipped
and
with
every
click
of
a
mouse
on
your
website.
In
today’s
marketplace,
controlling
how

your
informaKon
is
presented
online
is
one
of
the
most
criKcal
components
of
brand
management.
With
an
extensive
array
of

available
customizaKons,
MYCARPARTS.com
delivers
that
control
to
your
doorstep.

Customizing
the
look
and
feel
of
an
e‐Catalog
is
a
necessary
component
to
achieving
a
consistent
brand
presentaKon.
Customers

gain
a
sense
of
comfort
and
confidence
when
presented
with
familiar
colors
and
disKncKve
logos.
Aligning
these
elements
in

MYCARPARTS.com
with
established
brand
guidelines
is
as
simple
as
a
few
clicks
in
the
Brand
AdministraKon
interface.
Page

background,
banner
colors,
text
styles
are
all
customizable,
and
an
HTML
color
pallet
is
provided
to
streamline
the
process.
A

Brand
AdministraKon
Guide
is
also
available
to
help
idenKfy
which
elements
on
the
page
relate
to
each
style
element.
Style

changes
take
effect
instantly
and
are
100%
user
driven.

While
every
brand
published
on
MYCARPARTS.com
needs
to
have
a
fully
customized
brand
presentaKon,
an
addiKonal
level
of
web

integraKon
is
available
by
embedding
a
MYCARPARTS.com
catalog
within
an
exisKng
website
as
T&J
New
Pumps
Inc
has
done
at

hUp://www.tjnewpumps.com/water_pumps_eCatalog.htm

STANDALONE EMBEDDED

Embedding
the
e‐Catalog
into
an
exisKng
site
allows
full
control
over
addiKonal
page
elements
such
as
an
overriding
navigaKon

menu,
page
banners,
and
related
adverKsing.
Embedded
sites
carry
over
any
customized
elements
from
within
MYCARPARTS.com

so
no
addiKonal
work
is
necessary
by
Brand
Administrators.

MYCARPARTS.com
can
also
be
configured
to
bridge
the
gap
between
an
effecKve
e‐Catalog
search
engine
and
an
e‐commerce
site

with
the
inclusion
of
a
Shopping
Cart
Code.
Adding
this
code
acKvates
an
“Add
To
Cart”
link
that
appears
with
each
of
your
part

numbers,
allowing
customers
the
ability
to
quickly
make
a
purchase
ager
finding
the
right
part
for
their
applicaKon.

Many
other
areas
of
MYCARPARTS.com
can
be
customized
to
create
the
presentaKon
that
best
delivers
on
your
brand
promise.

MarkeKng
informaKon,
product
features,
and
Terms
of
Use
are
just
a
few
examples
that
are
available
and
covered
in
the
Brand

AdministraKon
Guide.

APRIL
8,
2011 www.illumaware.com 2
 THE ILLUMINATOR VOLUME V

Features and Benefits of MYCARPARTS.com

MYCARPARTS.com
was
designed
from
the
ground
up
to
allow
Brand
Owners
to
communicate
directly
with
jobbers,
installers,
and

consumers
who
demonstrate
an
interest
in
their
products.
Electronic
catalogs
that
provide
informaKon‐based
part
lookup
abound

on
the
Internet.
These
sites
are
helpful
for
locaKng
specific
parts
for
specific
vehicles.
However,
such
catalogs
perpetuate
an
issue

we
have
had
in
the
agermarket
for
decades:
avoiding
the
commodiKzaKon
of
our
products.
Most
manufacturers
have
powerful

features
and
benefits
statements
to
make
about
their
products,
yet
ogen
these
messages
are
lost
in
catalogs
where
their
product

appears
as
simply
one
more
opKon
next
to
their
compeKtors’
offerings.

Our
mission
at
Illumaware
is
to
help
manufacturers
sell
more
parts.
One
of
the
ways
we
accomplish
this
is
through
the
innovaKon

and
automaKon
of
electronic
cataloging;
but
the
mission
does
not
end
there.
We
want
MYCARPARTS.com
to
help
manufacturers

create
demand‐pull
at
the
installer
and
consumer
level.
In
order
to
make
this
happen,
we
needed
a
plajorm
where
manufacturers

could
control
the
presentaKon
of
their
informaKon,
while
communicaKng
featured
products,
new
number
announcements,
and

markeKng
informaKon
directly
to
the
end
user.
The
Brand
AdministraKon
feature
of
MYCARPARTS.com
delivers
this
funcKonality
to

Brand
Owners.


Using
the
Brand
AdministraKon
funcKon,
Brand
Owners
can
secure
their
catalog,
forcing
a
login
and
access
request
by
the
end
user.

The
Brand
Owner
can
then
act
on
that
request,
and
assign
a
parKcular
access
privilege
to
that
user.
AlternaKvely,
Brand
Owners
can

set
a
flag
that
automaKcally
approves
all
access
requests
as
they
occur.
This
allows
Brand
Owners
to
see
specifically
who
is
using
the

site,
and
how
it
is
being
used.
MYCARPARTS.com
contains
all
relevant
PIES
and
ACES
informaKon
about
each
product
type
for

featured
brands.
It
is
up
to
the
Brand
Owner
to
determine
what
informaKon
is
displayed
for
each
role.

Users
only
see
the
specific
PIES
items
that
are
assigned
to
their
parKcular
role.
This
way,
Brand
Owners
can
hide
some
of
the
more

obscure,
back‐end
PIES
fields
from
the
general
public,
while
allowing
their
reseller
customers
to
view
PIES
and
ACES
informaKon

about
a
specific
part
or
product.
For
instance,
an
outside
sales
representaKve
may
want
to
demonstrate
to
a
large
reseller
that
a

specific
product
line
has
full
package
informaKon
and
tariff
codes,
while
an
installer
will
not
have
an
interest
in
that
parKcular
data.

Rather
than
present
the
informaKon
in
a
one‐size‐fits‐all
fashion,
MYCARPARTS.com
lets
Brand
Owners
fine‐tune
the
message
for

the
type
of
user
looking
at
their
catalog.

Customizing
the
presentaKon
of
informaKon
is
criKcal
to
delivering
a
Kghtly
controlled
brand
message
to
each
type
of
electronic

catalog
user.
But
unless
there
are
tools
in
place
to
measure
site
usage,
there
is
no
way
to
ensure
that
this
message
is
having
an

effect.
The
MYCARPARTS.com
Brand
AdministraKon
funcKon
provides
two
ways
for
Brand
Owners
to
gauge
the
use
of
their
catalog.

The
first
of
these
is
the
View
Search
History
page.
MYCARPARTS.com
users
reach
parts
either
by
“drilling‐down”
through
the

tradiKonal
make/year/model
feature,
or
by
entering
a
specific
part
number,
or
a
porKon
thereof.
Users
keying
in
part
or
interchange

numbers
already
know
what
they
are
looking
for.
Having
visibility
of
what
is
popular
among
site
users
can
help
an
organizaKon

determine
future
opportuniKes.
View
Search
History
shows
who
is
performing
the
most
searches,
as
well
as
the
most
popular

successful
and
unsuccessful
searches.
Reviewing
unsuccessful
searches
is
important
to
ensure
Catalog
Managers
do
not
miss
criKcal

OE
interchange
numbers
that
prevent
users
from
finding
their
parts.
Unsuccessful
searches
also
communicate
parts
that
are
well

known
in
the
agermarket
but
are
missing
from
your
catalog.

(conKnued
on
page
4)

APRIL
8,
2011 www.illumaware.com 3
 THE ILLUMINATOR VOLUME V

Features and Benefits of MyCarParts.com

(conKnued
from
page
3)

Monitoring
search
details
and
the
success
rate
of
those
searches
can
tell
a
lot
about
the
data
in
your
catalog.
The
other
component

of
measuring
site
usage
is
insight
into
your
user
community.
We
have
integrated
Google
AnalyKcs
into
the
MYCARPARTS.com
Brand

AdministraKon
interface
to
show
how
ogen,
and
where,
site
users
are
accessing
each
brand‐specific
sub‐domain.
Our
iniKal

deployment
of
Google
AnalyKcs
into
MYCARPARTS.com
shows
three

metrics
(Visits,
New
Visits,
and
Total
Page‐views),
across
three
different

dimensions:

• Source
(the
referring
site)
• Country
(the
locaKon
of
the
site
user)
• Domain
(the
host
name
of
the
site
user;
CARQUEST.com,
1800Radiator.com,
etc.)

This
informaKon
can
be
viewed
across
30,
60,
or
90‐day
Kmeframes.
AddiKonal
metrics
will
be
added
in
the
future.

Brand
Owners
can
integrate
their
TwiUer
accounts
directly
into
their
MYCARPARTS.com
site,
as
well
as
specify
how
many
historical

“tweets”
should
be
displayed.
This
piece
of
funcKonality
brings
together
people
from
the
markeKng
and
catalog

departments
and

helps
them
deliver
their
message
directly
to
users
who
have
demonstrated
an
interest
in
their
products,
simply
by
being
on
the
site.

In
summary,
MYCARPARTS.com
gives
agermarket
Brand
Owners
the
ability
to
communicate
directly
in
different
ways
to
specific

kinds
of
users,
create
demand‐pull
for
their
product
lines,
and
measure
the
effecKveness
of
new
product
launches
and
markeKng

iniKaKves.

To The Cloud
Launching
a
brand‐new,
public‐facing
web
applicaKon
presents
scaling
challenges
and

opportuniKes.
The
old
way
of
doing
things
involved
either
very
high‐end
applicaKon

Contact Information
servers
(verKcal
scaling)
or
a
series
of
more
inexpensive
applicaKon
servers
operaKng
in

a
load‐balanced
array
(horizontal
scaling).
Cloud
infrastructure,
while
seriously
abused
 Bruce Speicher
Managing Partner
as
a
term
for
markeKng
purposes,
represents
a
great
opportunity
for
cost‐effecKve

deployment,
while
delivering
all
of
the
applicaKon
performance
one’s
customers
 Adrian Klingel
Founder and CTO
expect.
Brian Williams
Director of Operations
With
the
advent
of
MYCARPARTS.com,
we
made
a
decision
to
move
away
from
our

Brenda Heinitz
tradiKonal
dedicated
hardware
and
employ
a
more
fluid
environment
that
allows
us
to
 Director of Cataloging
grow
more
effecKvely.
Illumaware
has
used
cloud
storage
for
over
3
years
in
Evokat
for

Ralph Bowen
images
and
reports,
making
us
a
pioneer
of
the
technology
in
the
agermarket.
 Evokat Subscription Sales
MYCARPARTS.com
is
our
first
foray
into
using
cloud
compuKng
to
dynamically
allocate
 Richelle Powell
resources
needed
to
serve
up
the
site
as
it
experiences
the
peaks
and
valleys
of
 Director of Finance
applicaKon
usage
throughout
the
business
day.


APRIL
8,
2011 www.illumaware.com 4