Advance Auto Parts 2007 Annual Report Download - page 11

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Advance’s second customer segment emerged in 1995 with the founding of our Commercial
Delivery Program. The Do-It-For-Me (DIFM) professional installer is an essential part
of Advance’s business. These customers include local independent garages and
national and regional chains. Today, the commercial segment of the automotive
aftermarket has grown to a highly fragmented $60 billion business. Advance
has a tremendous opportunity to gain market share in this industry by
serving the DIFM customer better than anyone else.
In 2007, Advance Auto Parts started a business strategy review to
update what matters most to our customers. The related customer
research identified four key shopping components that Advance
needed to pursue to better meet customer needs, which are parts
availability, parts quality, knowledgeable in-store service and
convenience. We also learned that it is vital that we understand
how to speak to every segment of our customer base within
both the DIY and DIFM markets. For example, we have begun
several new marketing initiatives for our traditionalist customers.
Knowing our customers is critical and having a talented team and
the ability to develop and implement successful strategies based
on that knowledge is paramount. Knowing our customers takes us
beyond just selling parts. We are selling availability, quality, know-how
and most importantly, a partnership that gives our customers the
confidence to get out there, roll up their sleeves and do-it-themselves.
PARTS AVAILABILITY: RIGHT PART, ALL THE TIME
Whether the customer is a DIYer staring down a
check engine light or a professional installer with
all the bays full and a room of anxious customers,
there’s one thing on their minds: availability.
The bottom line is if we don’t have it, someone
else will. When you are talking about a car
problem, having the right part at the right time is
critical – availability is everything.
Continued on next page
9
KENT HARPER,
DIVISION COMMERCIAL SALES MANAGER