Growing online

IN today’s digital age, it is almost impossible for businesses not to have an online presence. William Tan Tiam Hoo, Trimas Auto Electrical Sdn Bhd director, knows this. Even in his 50s, Tan understands how much society has changed. “Our customers have more initiative and with the resources available in cyberspace, they are also well informed,” he says. This means ensuring that your products are accessible to the well-informed customers on the Internet. In 2007, Trimas launched its own webpage to enable more customers to get acquainted with its products. In 2013, the company embarked on an e-commerce store to allow customers from around the world to shop for the products they need and pay directly online. And tasked to make this happen is Tan’s son, Tan Chee Hong, 27. Chee Hong had then just graduated with a degree in business management. In the early days, they managed to achieve online sales of about RM1,000 per month. Today, they manage about RM70,000 in online sales per month. Chee Hong adds that they have been receiving positive feedback from customers over social media for helping them source for elusive components, which would otherwise have incurred them costly repairs. Customers, who have been frustrated with their mechanics for being unable to get spare parts, often turn to Trimas for small parts to avoid having to change major components. “Customers are more knowledgeable these days. It is not surprising to have customers look us up online, buy a component from our online store and then further look up tutorials online to find out how to replace the parts themselves or bring it back to the mechanic to be replaced,” says Tan. However, Trimas has had to deal with a number of returns despite putting in place disclaimers that caution consumers against replacing the parts themselves if they do not have a certain level of expertise. “There are instances where customers think that the components are as easy to use as a plug-andplay component. It’s not always the case. It does require some expertise. Nevertheless, the returns are minimal, only about 1% of the online sales,” Chee Hong says. Tan and his son believe there are many more opportunities to be had in this segment as automotive manufacturers continue to change the designs of their parts in newer car models. With over 1,000 connectors needed in a car, Chee Hong says they will update their inventory to cater to various models. “The potential of this business is definitiely there as cars today are using more electrical components. And with the advent of electric cars, the potential just keeps growing,” Chee Hong says. To keep track of the growing number of components, Chee Hong says they have modernised with a proper system to track these components and prepare them for delivery upon purchase. “Gone are the days when my father used to remember by heart the model numbers, descriptions, location of the parts and other information. Today, our inventory management software would allow us to key in the relevant information of a product that is manufactured and have them easily searchable,” Chee Hong concludes.