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Wholesale Parts Case Study

Expanding parts’ potential

The trade parts business serves as a powerful catalyst for driving revenue and forging a strong foothold in the automotive market.

Amidst the proven successes of one of the world’s most esteemed automotive manufacturers, lay an exciting opportunity to enhance its trade parts operations further and unlock even greater potential. By implementing a well-structured wholesale parts program, effective marketing strategy, and streamlined data capture mechanism, the OEM expanded further in the fiercely competitive trade parts market.

Setting ambitious goals

The vehicle manufacturer engaged Ӱ for its visionary consultancy and to provide the necessary tools and solutions needed to empower its trade parts business in 17 markets across Europe, North America, China, and South Africa.

To unlock the brand’s true potential, Ӱ explored its existing trade parts activities, while embracing new opportunities and cultural factors. The goal was to develop a customizable trade parts strategy that would exceed expectations and propel the organization towards unparalleled success and achievements.

Employees are better equipped to sell and promote trade parts.

Exploring market opportunities

Having identified the different ways in which dealers manage their wholesale parts across each market, Ӱ designed and delivered a solution that comprised nine modules.

Each module focuses on a different area of the business, enabling individual markets to choose the specific elements that fit their needs. Delivered through a combination of people, process and technology, these modules address the needs of independent repairers and body shops, providing an easy way to buy and order parts, secure competitive prices, and ensure parts are in stock and delivered on time.

Dealer coaching

Online portal

Marketing and communication

Dealer training

Technical platform

Campaigns

Sales representatives

Ecommerce

Bonus, incentives and rewards

Modules that comprised the Ӱ wholesale parts solution.

Dealer coaching

Online portal

Marketing and communication

Dealer training

Technical platform

Campaigns

Sales representatives

Ecommerce

Bonus, incentives and rewards

Modules that comprised the Ӱ wholesale parts solution.

Ӱ developed a tailored and comprehensive points-based rewards program, directing trade customers to an Amazon-based fulfillment module. Accessed via a web portal, this tool enables the franchised dealers to track the progress of their orders as well as view relevant industry news, program updates and marketing offers.

Through continuous evolution, small-scale marketing efforts have evolved into longer-term promotions, such as the ‘parts basket’ – a rebate program between dealers and the OEM that provides repairers and body shops with competitively-priced, preselected common parts. With the creation of a powerful data portal, Ӱ also enables teams to identify insights from global operations, further aided by dedicated data analysts examining the data daily to unveil opportunities and increase parts sales.

Celebrating brand success

The deployment of this program has proven to be transformative, empowering the brand to expand its new modular approach from a local to a global initiative.

Ӱ coaches continue to help dealers develop partnerships with their independent repairer customers, strengthening relationships and instilling trust and transparency. Employees are better equipped to do their jobs, with greater knowledge of the fundamentals of selling trade parts, and the tools to actively promote them to repairers and body shops.

The OEM is more informed thanks to comprehensive data analysis and reporting, allowing the team to focus on areas of the business most likely to generate revenue. The brand can introduce new strategies and implement offers and incentives to drive sales. Moreover, by understanding trends and patterns in data, it can respond to business fluctuations quickly and accurately.

New online parts sales channels have made transactions more efficient for dealer and trade customers, who are also more informed thanks to access to technical information about their vehicles. Targeted campaigns add further incentives for customers who receive rewards or discounts, for example, if they purchase more parts in a transaction.

Program achievements

Dealer Professionalism

Sustainable Growth

Measurable Success

NSC Commitment

Dealer Engagement

Customer Interest

Dealer Professionalism

Sustainable Growth

Measurable Success

NSC Commitment

Dealer Engagement

Customer Interest

Fast facts

Customer: Premium, global automotive manufacturer

Business Opportunity: Enhance trade parts operations and unlock greater potential

Geographical coverage: 17 markets across Europe, North America, China, and South Africa

Solutions implemented: A customizable, modular trade parts strategy designed to transform the client’s ordering processes, pricing, and inventory management

Driving customer satisfaction

Since its initial set-up in 2014, the program has continued to grow significantly, with an average turnover of 19% per year and an impressive return on investment of 600%.

The program has also shown to enhance the proficiency of the dealer network, inspiring greater commitment and engagement from NSCs and dealers, and resulting in more satisfied customers.

Ӱ program examples

Independent aftermarket strategy implementation

Overview

Project launched initially in 2015

Focus: Strengthening of the classic OEM parts business with independent repairers while expanding to new sales channels

Central project management and local teams for 17 markets

Local activities: Project management, area sales mgmt, sales operations, Direct Wholesale KAM, marketing mgmt, CRM, data extraction/analytics

Mix of technologies: OEM & Ӱ tools (Dashboard & analytics)

More than 60 IAM experienced staff members

Benefits

Market individual approach combined with central strategy and quick information flow

Sustainable growth and measurable results, average turnover growth: 10-20% p.a.

Significant improvement of dealer professionality

ROI (based on turnover growth vs. program cost): 6:1

Ӱ program examples

Independent aftermarket strategy implementation

Overview

Project launched initially in 2015

Focus: Strengthening of the classic OEM parts business with independent repairers while expanding to new sales channels

Central project management and local teams for 17 markets

Local activities: Project management, area sales mgmt, sales operations, Direct Wholesale KAM, marketing mgmt, CRM, data extraction/analytics

Mix of technologies: OEM & Ӱ tools (Dashboard & analytics)

More than 60 IAM experienced staff members

Benefits

Market individual approach combined with central strategy and quick information flow

Sustainable growth and measurable results, average turnover growth: 10-20% p.a.

Significant improvement of dealer professionality

ROI (based on turnover growth vs. program cost): 6:1

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Dealers in coaching

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Securing the future

The implementation of more efficient processes that accompany them enable each market to continuously improve.

More recently, and with the support of cutting-edge technologies, the program has successfully introduced innovative dealer coaching practices and new marketing activities in line with the industry’s rapid evolution. Meanwhile, Ӱ continues to work with the brand, investigating new distribution models and partners to increase parts availability and delivery speed to further improve customer satisfaction. Together, they are also exploring the use of artificial intelligence and machine learning to help identify opportunities and deliver tailored, accurate and personalized offers to customers.

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Find out more about how Ӱ Trade Parts solutions can help your business: