J.C. Penney’s failed gamble with Apple CEO; a lesson for the automotive aftermarket?

As automotive technology advances, aftermarket shops face marketing and customer education challenges.

Technology is rapidly creating a more sophisticated consumer. It is also giving businesses more ways to sell to and educate consumers.

Hopefully, technology will also give business owners new and better ways to understand what consumers want.

For those of you struggling to determine the best sales and marketing strategy in a more complex marketplace, take solace in the fact that you are not alone.