ARA Show Preview: Joe Ferrazzo on Ecommerce Products
Here at Hollander, we're eagerly anticipating this week's ARA Show. Our very own Director of Product Management, Joe Ferrazzo, will be presenting at ARA. We chatted with Joe to get a glimpse into what he'll be discussing during his presentation. Read our interview with Joe (below) and get his great tips for entering into the world of online auto part sales. Join Joe at ARA to get even more helpful strategies on how to succeed in e-commerce.
Hollander: Hi, Joe! Can you start by telling us little bit about yourself? Where are you from? Where did you go to school? What kind of work do you do at Hollander?
Joe: I grew up in Minnesota, and received my undergrad degree in math and computer science. I then got my MBA here, as well. I have been with Hollander for about 3.5 years now. I am Director of Product Management at Hollander, and am in charge of all of the e-commerce products, which includes our eBay program, the HollanderParts.com marketplace, Hollander Storefront, and our EDEN repository of data.
Hollander: Are you a big car guy or did this job introduce you to the industry?
Joe: It was new for me. I have been a software guy my entire life. I was the programmer for quite a few years and then, in 2000, I moved into the business side and product management. I’ve held director and COO roles since then, but have always focused on product and software. Coming to Hollander was a great thing because I love cars. I’m not a mechanic, but I’ve always been infatuated with cars, so it’s a great match.
Hollander: Can you tell us more about your upcoming presentation at the ARA show?
Joe: I’ll be discussing how business owners can increase their profits with e-commerce. I have some great tips for people who are new to selling online, and those that are seasoned. Some of our customers are already selling on HollanderParts.com and want to expand their online efforts. Our goal is to help these businesses generate more profits.
Hollander: Can you give us some sneak peeks into those tips?
Joe: It’s important to define e-commerce as some people think they’re participating but actually aren’t. Advertising is not e-commerce. You need to be participating in commercial transactions conducted electronically on the Internet in order to be participating in e-commerce. So I want to set the stage with that definition, and then help people understand how they can get into it.
There are four key areas I want to discuss. First is getting inventory set up. Second is ensuring you include the important details in your listing. Third, you need to have stellar customer service. E-commerce requires a different kind and level of customer service, so it’s important to understand that. Finally, you need to make sure that all of your data is optimized. What I mean by this is that you need to make sure the site you’re using or selling from is mobile friendly. For example, those sites need a single-page checkout, or maybe you need to offer in-store pickups and returns.
I’ll also discuss the different e-commerce channels, including which you should consider getting into first.
Hollander: Speaking of, can you give us more insight into your current work with the e-commerce products?
Joe: I work on product updates as well as new products. We listen to the voice of the customer and collect requirements from them, as well as from our partners like eBay. We then determine which updates will add the most value and prioritize those releases.
Hollander: What's your favorite product?
Joe: eLink is one of my favorites because there is so much activity. There are always new requirements, new things coming down the pipe from eBay. We are constantly working to improve eLink for our users. I enjoy knowing we have a product that can help our sellers list their products and generate a fair amount of profit without much effort required from their end.
Hollander: Do you work with customers directly?
Joe: Oh yes, absolutely. You need to talk to the customer regularly. One customer I speak with often for example, has been using eLink since launch. They provide great detailed input—the product is working well for them. I truly love helping these guys be successful--it’s why I’m here. I want to help our customers in any way that I can. I love this technology— helping them find the right path is exciting.
Hollander: Is there anything else you’d like to share with us today?
Joe: I am excited to go to ARA. It’s a great opportunity to talk with sellers and get their input. I always come away with great feedback. It’s always a fun time.
Hollander: We look forward to hearing your updates. Thanks for your time, Joe!
Joe: Thank you!