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Client Profile: Federated Auto Parts
The Client
Federated Auto Parts
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Federated Auto Parts'
On Hold Marketing,
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Client Info
With more than 3,800 stores in the United States, Federated Auto Parts is the nation’s fastest growing auto parts distribution network. Federated serves both professional automotive technicians and do-it-yourselfers by carrying virtually every necessary replacement part.
Client Testimonial
“We have a lot of stories to tell about how we can help our customers,” said Rich Carpenter, Northeast Ohio District Manager. “We depend on our On Hold Messaging to remind our callers about specific parts and products and accessories, and BusinessVoice does a great job for us. I’m really busy so I appreciate that I can just send [them] a link to a website or a few details on a promotion or a special and all the copy gets written and the production gets done! Very convenient.”
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On Hold Marketing Goals Federated uses its On Hold Messaging to inform callers about their new products and parts lines, as well as seasonal products, current promotions, rebates, and their major area event, the Federated Auto Parts Cleveland Auto-Rama. “On Hold Messaging is a great tool for us to up-sell or cross-sell to customers who are already sold on Federated and our products,” says Carpenter. |
Market Changes
Like most industries, the auto parts business has changed quite a bit over the last 20 years. Competition has intensified as national auto parts stores have expanded and other big box retailers have added basic parts and accessories to their inventories. Women now comprise a much larger portion of the target audience than they did a few decades ago. And, of course, auto parts are now available through many sources online.
Carpenter says, “The value that we provide to customers is in our personal service, and guys behind the counter who know what they’re talking about. And, whenever we can, we use the On Hold Messaging to tell callers about added value, like rebates or discount event tickets or new services.”
Federated’s Other Marketing Efforts
Nationally, Federated has used television and their website to build brand awareness. They maintain an active press release program and send monthly flyers to professional technicians.
And as a sponsor of ARCA and Camping World Truck Series driver Ken Schrader, the Federated logo and colors are seen on race tracks all over the country.
