In 2017, Keystone Automotive Operations launched Parts Via, an innovative sales network that linked organic site traffic at its brand partner’s websites to local brick and mortar business via a “Buy Now” button. The profits from the online transactions are shared among the participating supplier partners and dealers, while the free, ship-to-store delivery option served as a catalyst for driving consumer traffic to the local business. This new, incremental business stimulated add-on sales, installation revenue and service opportunities, furthering the value of the Parts Via Program to its membership.
The company is launching phase two of Parts Via to the automotive aftermarket during its annual BIG Show March 8-9, at the Gaylord Texan in Grapevine, Texas. Phase two includes program enhancements that expand e-commerce reach through a consumer-facing website and marketplace store. In addition, Parts Via members will be part of a new customer Parts Via loyalty program.
“Our development roadmap for Parts Via has always included growing the network though enhanced tools and participation,” said Bill Rogers, president of Keystone. “We recognized early on that a consumer’s path to purchase is one with many forks and the decisions made by them along their journey impact where the final purchase is made. We wanted to build a program that put our partners in the best competitive position to capture the sale regardless of where and when a consumer chooses to buy something, whether it is in a store or online.”
Keystone will be previewing its new consumer website partsvia.com during the BIG Show as part of the Phase II rollout. The site will complement the “Buy Now” functionality on partner sites and have the added benefit of hosting all the Parts Via partner products in one location. The new site will include a robust parts look-up tool, fresh content and ship-to-store / ship-to-home options. “This will further expand the opportunity for our brick and mortar Network Dealers to participate in an online sale that may have otherwise gone around them.”
Also, a new appointment scheduling feature that will allow Parts Via Network Dealers to promote available installation times will be added soon.
Keystone said understanding the sheer volume of business generated through online marketplaces that brick and mortar businesses are not participating in, prompted the company to look for a solution that allows their customers to claw back some of that lost revenue. Keystone has launched its Parts Via Amazon Marketplace store. This storefront will sell products under the Parts Via banner and generate similar benefits for the member Network Dealers. The storefront’s current 2,661 SKUs are made up of high-volume MAP brands that help maintain margins throughout the supply chain.
“As we thought about the introduction of Parts Via Phase II, we wanted to leverage some of the unique capabilities we are providing our customers and wrap them into a loyalty program,” said Larry Montante, vice president, category management. “We are introducing the Parts Via Loyalty program in conjunction with the Phase II launch.”
The new loyalty program employs a tiered approach to participation that makes getting involved easy and scalable for future growth regardless of a business’s size, focus or markets served. As a Parts Via Network Dealer’s participation and engagement with Keystone grows so to do the benefits of being in the Parts Via Loyalty Program.
The dealer’s benefits will be determined by their status within the Silver, Gold and Platinum levels of the program. Some examples of the benefits include dealer web locator placement and positioning, Parts Via profit share, installation network inclusion, marketing support, BIG Show benefits, preferred product access, exclusive promotional opportunities, unique travel and event incentives and Keystone services incentives.
“Just like airline mileage programs, we intend to award points and member benefits based on sales and other goals,” says Montante. “We will be using an online rewards tracking program that will allow our customers to monitor their status in real time and redeem their points on a variety of member rewards.” The availability of these new tools and services will allow Keystone to expand the Parts Via value proposition to its brand partners and network dealers driving more business back into local businesses.