Showing private branded product details on our product detail webpages

No Sale ImageAs a supplier to a wide variety of OEM's (Original Equipment Manufacturers), it is not unusual for us to provide products to them under their private brand or using a private label. Typically under such an agreement any aftermarket sales would go through the service (OES) channel for that particular OEM.

OK, in plain English, let's say that you have a heavy duty tractor that needs a new alternator. You get the number off the unit, do a quick Google search and find that we are the original manufacturer. You contact one of our distributors, only to have us tell them that we can't sell them the part, and that you'll need to contact a dealership or service center that is an authorized representative for that original OEM in order to get a replacement.

This has been more than a little frustrating to consumers and distributors alike. Not so much because they need to go through the OES channel, but that we didn't show that initially. There's nothing worse than someone showing you a product on a website and then telling you that you can't have it.

So here's what we're going to do to fix that.

The first problem here is that we haven't been showing the private brand detail on our specification pages for those products on our website. To address this we are now flagging those items that are labeled 'Private Brand' within our systems, and showing that information on the detail sheet on the website:

Private Brand Image

So, now you may be wondering, if it's a private branded unit why do we have to contact you, why can't you just tell us where to get it? The first thing to realize is that we have varying degrees of private branding. Two quick examples:

  • A customer wants us to place their product number on the label of a product that we already manufacture, to make it easier for them to utilize the product through their systems. There are no contractual agreements, it's just a special label that has their part number on it.
  • Another customer wants us to make something completely unique for them, and agrees to invest in tooling so that we can manufacture that product. Our engineers work with their engineers to create a unique product, that we agree to sell only to them. This company has a substantial investment in getting this product to market, and wants to make sure that they are the only ones that will have access to it.

The way we track these two different scenarios within our systems makes it difficult to give a generic answer that will always be correct for all cases. We have added additional functionality to those systems to address this, and we are working to show that information to you on the website.

Soon we will be able to show which customer the product was originally private labeled for, and in those cases where there are generic aftermarket products available for the private labeled product we will show them and create links to their information.