O'Reilly Auto Parts 2005 Annual Report Download - page 21

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O’REILLY AUTOMOTIVE 2005 ANNUAL REPORT
The driving principle behind every aspect of the O’Reilly
Culture is the mandate to provide the absolute best
customer service possible. We continually strive to provide
a positive experience for our customers. We understand
that in order to be successful we must partner with our
customers to meet their needs. To support our professional
installers, we have implemented the Certified Auto Repair
Center, a new marketing program that assists them in
growing and marketing their shops while providing them
with business tools that drive profitability. Over 1,000 shops
are now enrolled in this program and we are realizing
increased sales as these customers prosper.
As we expand into new markets, we will leverage our
existing systems and promote new initiatives to earn the
loyalty of each customer who enters one of our stores. In
2006, we will roll out our revamped point of sale and parts
lookup systems which will reduce the amount of training
time necessary for new team members and enhance our
ability to make product recommendations to our customers.
We have also improved our scheduling system and given
our store managers better tools to ensure that we maintain
the appropriate staffing levels necessary to provide the
consistent service our customers have come to expect.
We will continue to follow the same time-tested
business practices for delivering service to our customers
that have been the key to our success. We constantly review
market prices for our products so that we can continue to
provide the best prices for our customers. The appearance
of our stores is a high priority for our team members who
diligently maintain a neat and organized environment for
our customers. Since our team member training and incentive
programs emphasize the development of product knowledge,
our stores are always staffed with the most Professional
Parts People in the business. However, we are proudest of
our track record of being able to locate and deliver the
“hard to find” part when no other store in town can help,
even if it requires using a flashlight to pull parts from a
shelf after a hurricane has knocked out the electricity.
We continue to grow our team of Professional Parts People, targeting those people who
will accept our values and be true to our culture by Living Green.
team members growth
01 02 03 04 05
25,000
22,500
20,000
17,500
15,000
12,500
10,000
7,500
2,500
0
5,000
Competitive Advantage
Outstanding Customer Service