O'Reilly Auto Parts 2003 Annual Report Download - page 22

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page 20
O’Reilly Automotive
Dual Market Strategy
We see a competitive advantage in
serving two markets.
Maintaining an approximate 50/50 balance between serving professional installer and do-it-yourself (DIY)
customers is a challenging, but rewarding task. This blend of customers is very unique in our industry.
Through 46 years of perseverance and dedication to our customers, we have successfully served these two,
very different markets. This approach has enabled us to reach markets otherwise too small for traditional
retail auto parts stores.
Both our professional installer and our DIY customers value the outstanding customer service provided by
our professional parts people. Our DIY customers appreciate our attractive, conveniently located stores that
are easy to shop with clearly labeled aisles and products. Our competitive prices and low-price guarantee
compels our customers to continue rewarding us with their business. They rely on our professional parts
people to ensure they have the right part and the right tool for the job.
Many programs and services are made available to our professional installer customers to further strengthen
the relationship we share. Our customer support programs keep them up to date with new developments
and changes in automotive technologies. Hot-shot delivery service allows them access to parts on demand.
Our unmatched parts availability assures they can get hard-to-find parts and our knowledgeable parts
professionals are an excellent resource for their business. All of our professional parts people receive ongoing
training to provide this level of service, and many achieve ASE certification. These programs and services
deliver an unbeatable combination for our professional installers.