Unlike other forms of digital content, enhanced digital content (3D CAD models, 360-spin images and AR interactions) lives beyond both pre- and post -ales transactions.
As ecommerce transactions accelerate, MRO (Maintenance, Repair and Operations) distributors are considering the needs of different buyer personas within existing and prospective customer relationships. As buyers and sellers increasingly interact through digital channels, content can be a key differentiator for MRO distributors, enabling them to stand out from the crowd and create loyalty within their customer communities.
Unlocking the full potential of CAD content
CAD content is not new. However, as it often resides with the OEM (Original Equipment Manufacturer) engineering team or PLM (Product Lifecycle Management) software, the opportunity to unlock value further down the supply chain is rarely ever explored. Always the savvy online merchants, progressive MRO distributors have learned the value of repurposing OEM CAD models by reducing file size and stripping out internals or other OEM intellectual property in order to create web-ready 3D viewable files, envelope level 3D CAD models and 2D sales drawings.
Positive business outcomes for MRO distributors
By integrating CAD assets into the digital buyer’s click path, MRO distributors have the opportunity to create the following business outcomes:
- Sizable conversion lift by adding CAD assets to the appropriate product categories online.
- Achieve the ‘design-win’ by having their part numbers locked into the bill of materials (BOM).
- Support more of the user cycle within the customer’s organization by serving up 2D sales drawings, the ultimate universal asset.
In short
As MRO distributors invest in their technology roadmap, content becomes a strategic consideration. Do they hang their hopes on curating only static content like product images and attribute data? Or do they also invest in dynamic content – including but not limited to 3D industrial product visualization – that serves multiple stakeholders up and down the value chain? For the very top MRO distributors, the answer is a resounding ‘yes’!
And that is where CDS Visual comes in as a strategic and hands-on partner. Call us to learn how we can make this journey together.
