When it comes to the aftermarket shopping experience, technology is leading to a rise in consumer expectations. That's according to Danielle Russell, Google's industry director for automotive, who will be the closing speaker for the 2013 Global Automotive Aftermarket Symposium (GAAS), May 21 and 22 at the Hyatt Regency O’Hare near Chicago. Russell's presentation, "Winning the Digital Shift: 5 Questions to Consider” will highlight key questions aftermarket leaders should consider about their business including mobile readiness and "owning the digital shelf."
"Today’s consumer is always connected, which is impacting how they engage with the aftermarket. In fact, we’ve seen automotive parts searches on mobile devices grow almost 2.5 times in just the past two years," explained Russell. "In my GAAS presentation I’ll explore how the aftermarket can embrace these changes to enhance their customers’ buying experiences."
Russell leads advertising strategy for several of Google's U.S. automotive clients and agency partners. She brings more than 15 years of brand management, integrated marketing and digital experience, working with automotive manufacturers, regional dealer groups and the aftermarket. Prior to joining Google, Russell served as senior partner, executive group director at Ogilvy & Mather, where she led national and regional advertising, direct marketing, interactive, owner loyalty, and research and planning initiatives.
GAAS 2013, with a theme of "Driving Change," brings together industry leaders and experts to examine the issues and trends affecting the worldwide automotive aftermarket and influencing its future. For the first time ever, GAAS 2013 will feature breakout sessions and is co-located with the Aftermarket eForum, May 22-23. Save $250 when you register for both events.
Each year the net proceeds of GAAS are invested in the organization’s scholarship fund to help students get their automotive aftermarket career started. Additional scholarship funding comes from industry contributions from individuals, companies and foundations. To date GAAS, has awarded scholarships to more than 1,600 students representing $1.6 million in aid.