Promoted content: Why manufacturers must embrace a digital approach to aftermarket sales in 2025

It should be simple to find and purchase the component required within a few clicks. Much like if you were buying a product on Amazon.

This is not typical, however. Manufacturers have traditionally asked their customers to search through a product catalogue first. Customers need to figure out which part they need and then find its product number before placing the order.

This is further complicated by the release of new product models, which leads manufacturers to publish new catalogues – and leaves the onus on the buyer to ensure they are looking at the latest documentation. When the customer is finally ready to buy the part, they are then asked to email or ring a dealer, rather than simply make an online purchase.

It’s a clunky and time-consuming approach to sales, which often creates confusion and leads to ordering errors.

Digitising aftersales

Digital platforms are now changing how manufacturers are able to manage their aftersales, however. They are enabling manufacturers to provide better support to customers, and making it easier to find and buy parts.

By incorporating 3D technology, they can also provide customers with a more engaging and interactive experience. This creates a virtual version of their products, providing customers with an accurate visual representation of each model, and its individual components. These digital replicas allow customers to pull products apart and see information relevant to each part, such as its name, description purpose and order number.

When integrated with an e-commerce platform, customers can also place orders there and then.

Improving collaboration

Digital technology isn’t just improving the aftersales buying journey for end users, however. It is also helping to develop a digital thread for each product, which can be utilised by different departments at different points in its lifecycle.

For instance, the CAD files that engineers rely upon during the design phase can now be brought together with Sales Bill of Materials data to quickly create those 3D models mentioned above.

Product design teams can also trace and review sales data collected in aftersales systems to understand how components are performing. They can see that specific parts are failing on a regular basis and they can then assess whether changes to future product models can improve performance.

A boost for manufacturers

Manufacturers that embrace this data-driven approach to provide a smoother buying journey for customers can expect to see a positive uplift in their revenues in the aftermarket. Typically, if a customer experiences frustrations when sourcing a part directly, they are likely to turn to third parties or marketplaces. Research shows that more than two-thirds (67 per cent) of parts sales are lost by manufacturers every year to ecommerce sites like eBay or Amazon, or search engines such as Google.

But, by creating a slicker and stickier brand experience, manufacturers will capture more of this revenue. By making the overall buying process more enjoyable, they will also be able to build strong relationships with their customers, who will be more likely to engage with the brand again and again, and make further purchases.

Manufacturers should not underestimate the impact that a digitally transformed aftersales experience can have on the business as a whole though. By replacing the traditional aftersales approach, they won’t just boost revenues and customer retention. With greater data connectivity helping to facilitate the improvement of new product designs, manufacturers can build brand loyalty that will last long into the future.

Sam Burgess, CEO, Partful