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Every parts store is unique. Among independents, the differences are more obvious, with varied locations and floorplans, specialized product mixes and a diverse cast of characters behind each particular counter. Even among the large retail chains, where familiarity and consistency are paramount to building a strong brand identity, each location still maintains a distinct personality.

The “feel” of the parts store experience is due in large part to the customer base each store serves. In decades past, many parts counters were the domain of commercial customers, with a strong focus on wholesale operations. A more “casual” atmosphere (for better or worse) and a focus on function over form reflected this customer base. Locations relied primarily on establishing long-term relationships with professional service providers rather than attracting foot traffic from the general public. Modern jobbers still maintain strong ties to their commercial clientele, with a strong business-to-business (B2B) marketing style, but have warmed to the DIY market and their growing expectations of what a parts store provides. 

When it comes to the retail side of aftermarket sales, marketing your business directly to the consumer (B2C) requires casting a much broader net. Uniformity is a key factor in the success of the DIY retail market. While the ownership and operations of a corporate store and a franchised business are markedly different behind the scenes, both rely heavily on the familiarity and uniformity of their brands. Independent stores may use their individuality to differentiate themselves from competitive businesses, but retail chains firmly embrace the principles of standardization. Having a consistent product offering at each location, combined with familiar floorplans and planograms, as well as uniform policies and standards make each location a part of something much bigger than itself. Ray Kroc built a fast-food empire from a single McDonald’s location on these principles, and they allow for a scalability that would be difficult for even the most aggressive independent to duplicate.

The biggest variable in either type of business comes from their customer base. As retailers entered their markets, independents devoted more effort into attracting the attention (and resources) of the DIY crowd, with varying levels of success. Those who leveraged their expertise and individuality were rewarded with a client base hungry for something more fulfilling than fast food. While DIYers readily embraced the “big box” offerings, wholesale commercial buyers were much slower to accept the mass-market nature of retailers. For jobber stores, the DIYer had often been an afterthought, and retailers had previously overlooked commercial opportunities in favor of the weekend warrior.

The personality of any parts store ultimately comes down to the people on both sides of the counter. Despite any designed-in continuity between locations, one major variable will always be people. Differences in demographics may influence consumer buying habits as well as determine the product mix required to maximize inventory turns for an individual location. It also dictates the expected ratio of commercial to retail engagement with your store. Affluent or older drivers may rarely come to a store seeking parts for their own vehicles, but the shops providing service to these people still rely on us daily. Enthusiasts with a more hands-on attitude may spend their time and money with you specifically for the product lines you carry, the personnel behind your counter or a combination of factors that they have failed to find anywhere else. People buy from people, and unless we can clone all our best employees, no two stores, no matter how well-stocked, will ever be quite identical. Wholesale, retail or a combination of the two, it’s variety that keeps the aftermarket flourishing!

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  • Similar Topics

    • By Counterman
      Every parts store is unique. Among independents, the differences are more obvious, with varied locations and floorplans, specialized product mixes and a diverse cast of characters behind each particular counter. Even among the large retail chains, where familiarity and consistency are paramount to building a strong brand identity, each location still maintains a distinct personality.
      The “feel” of the parts store experience is due in large part to the customer base each store serves. In decades past, many parts counters were the domain of commercial customers, with a strong focus on wholesale operations. A more “casual” atmosphere (for better or worse) and a focus on function over form reflected this customer base. Locations relied primarily on establishing long-term relationships with professional service providers rather than attracting foot traffic from the general public. Modern jobbers still maintain strong ties to their commercial clientele, with a strong business-to-business (B2B) marketing style, but have warmed to the DIY market and their growing expectations of what a parts store provides. 
      When it comes to the retail side of aftermarket sales, marketing your business directly to the consumer (B2C) requires casting a much broader net. Uniformity is a key factor in the success of the DIY retail market. While the ownership and operations of a corporate store and a franchised business are markedly different behind the scenes, both rely heavily on the familiarity and uniformity of their brands. Independent stores may use their individuality to differentiate themselves from competitive businesses, but retail chains firmly embrace the principles of standardization. Having a consistent product offering at each location, combined with familiar floorplans and planograms, as well as uniform policies and standards make each location a part of something much bigger than itself. Ray Kroc built a fast-food empire from a single McDonald’s location on these principles, and they allow for a scalability that would be difficult for even the most aggressive independent to duplicate.
      The biggest variable in either type of business comes from their customer base. As retailers entered their markets, independents devoted more effort into attracting the attention (and resources) of the DIY crowd, with varying levels of success. Those who leveraged their expertise and individuality were rewarded with a client base hungry for something more fulfilling than fast food. While DIYers readily embraced the “big box” offerings, wholesale commercial buyers were much slower to accept the mass-market nature of retailers. For jobber stores, the DIYer had often been an afterthought, and retailers had previously overlooked commercial opportunities in favor of the weekend warrior.
      The personality of any parts store ultimately comes down to the people on both sides of the counter. Despite any designed-in continuity between locations, one major variable will always be people. Differences in demographics may influence consumer buying habits as well as determine the product mix required to maximize inventory turns for an individual location. It also dictates the expected ratio of commercial to retail engagement with your store. Affluent or older drivers may rarely come to a store seeking parts for their own vehicles, but the shops providing service to these people still rely on us daily. Enthusiasts with a more hands-on attitude may spend their time and money with you specifically for the product lines you carry, the personnel behind your counter or a combination of factors that they have failed to find anywhere else. People buy from people, and unless we can clone all our best employees, no two stores, no matter how well-stocked, will ever be quite identical. Wholesale, retail or a combination of the two, it’s variety that keeps the aftermarket flourishing!
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    • By Counterman
      Lawmakers and aftermarket leaders pressed the case for the REPAIR Act during a congressional hearing, warning that restricted access to vehicle data is driving up repair costs, limiting consumer choice and creating new safety concerns as vehicles become increasingly software-driven.
      The U.S. House Committee on Energy and Commerce’s Subcommittee on Commerce, Manufacturing, and Trade (CMT) hearing focused on how modern vehicles rely on telematics, secure gateways and software-controlled systems that can prevent independent repairers from accessing essential repair and maintenance data. Supporters said the
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      Consumer Ownership and Data Access
      Rep. Diana Harshbarger framed the issue as a matter of basic vehicle ownership, pointing to how routine maintenance tasks have shifted from mechanical components to software-controlled systems.
      “It used to be when you wanted to check your oil, you just raised a hood and you got the dipstick and you stuck it in there to check it yourself,” Harshbarger said. “Some new cars don’t have them and the dashboard screen alerts you to the oil level.”
      Harshbarger questioned whether automakers’ control over vehicle data threatens consumers’ ability to maintain and repair the vehicles they purchase.
      “Does this gatekeeping of data pose a challenge in the future?” she asked, adding later, “If I buy a car, I buy a car and I want the data as well.”
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      Economic and Safety Impacts

      link hidden, please login to viewPresident and CEO Bill Hanvey told lawmakers that data restrictions are already having measurable consequences for consumers, independent repair shops and small businesses that depend on vehicle uptime. “Our industry performs more than 70% of the out-of-warranty repairs,” Hanvey said, noting that telematics and secure gateways have limited access to repair and maintenance data over the past decade.
      “Vehicle manufacturers are increasingly restricting access to repair and maintenance data, forcing vehicle owners into franchise dealers where costs are on average 36% higher and repair wait times are significantly longer,” he explained.
      Hanvey described the REPAIR Act as a consumer safety measure rather than a purely competitive issue.
      “The Repair Act represents the most complete and thoroughly reviewed bill that will immediately enhance safety for vehicle owners,” he said.
      He added that automakers currently control vehicle-generated data regardless of vehicle ownership.
      “It may be your car, but currently it’s the manufacturer’s data to do with it whatever they choose,” Hanvey said.
      Costs, Choice and Community Impact
      Hanvey cited survey data showing independent repair shops are frequently forced to send vehicles back to dealerships because they cannot access necessary data.
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      He warned that the problem will intensify as vehicles continue to evolve.
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      Hanvey also pointed to the real-world impact on small businesses and workers who rely on a single vehicle.
      “Imagine the plumber who has one truck and has to wait three days to get it fixed at the dealership because the local repair shop can’t access the truck’s data,” he said. “That is three days of lost productivity and many disgruntled customers.”
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      The hearing also addressed how restricted data access could affect public-sector fleets. Hanvey said limited access makes it harder for state and local governments to manage vehicles operated by police, fire departments and public works agencies.
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      Hanvey underscored the importance of including the Right to Equitable and Professional Auto Industry Repair (REPAIR) Act (H.R. 1566) in the safety title of the upcoming Surface Transportation Reauthorization Act. He highlighted that the bipartisan legislation, supported by 42 cosponsors and more than 83% of American voters, would immediately enhance safety by ensuring vehicle owners can choose where and how their vehicles are professionally repaired.
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      link hidden, please login to view made clear that vehicle safety, consumer choice and affordability are inseparable—especially as vehicles become more technologically complex,” Hanvey said. “Modern cars and trucks are computers on wheels, and when vehicle owners and independent repairers are denied access to the data needed to fix them, repairs are delayed, costs rise and safety suffers. “The Auto Care Association appreciates the Subcommittee’s leadership in examining bipartisan solutions that recognize this reality. Ensuring safe, professional and timely repairs requires fair access to repair and diagnostic data, whether a vehicle is owned by a family, a small business or a commercial fleet.
      “We look forward to continuing to work with lawmakers on the REPAIR Act to protect consumers, preserve competition and ensure America’s vehicles can be safely repaired—now and in the future.”
      Learn more about the REPAIR Act and send a letter to Congress today at 
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