Rebranding that Never Says “No”

BUSINESS SITUATION:

An auto parts dealer was seeking to competitively differentiate from other companies in the auto parts industry. The common frustration of most customers was that the majority of hard parts, nearly 60% of the client’s total volume, were not located in the store due to inventory and storage limitations. Customers were frustrated with the long time needed for ordered parts to be shipped to the store. No retail auto parts company was currently able to address the first question asked by every hard parts customer, “Do you have a…,” and then be able to consistently deliver that hard part in a timely manner (same day or within 24-hours).

THE THINKING:

A strategic program was developed that would allow their associates to “never say no” to any customer seeking application parts, and back that promise with a substantial delivery guarantee. With access to more than two million parts within their system, and many of them available on a same-day basis, the client would be able to provide their customers with nearly any hard part they needed within a very quick turn time and guarantee the delivery time. It allowed the messaging to customers to be more solution-oriented and positive by saying, “Yes, we have your part and we’ll have it ready for you by this time, guaranteed!”

THE RESULTS:

The guaranteed unique parts availability program was launched and increased the client’s brand equity and market share. Associates could effectively communicate the program to customers through the consistent messaging and creative carried throughout the client’s advertising inserts and in-store signage program. The program further positioned the client as the reliable resource for quality and competitively priced auto parts.