How One Hyundai Parts Manager Quadrupled Sales and Transformed a Department

When Ryan Meachem took the reins as Parts Manager at Hyundai of the Shoals, he found himself staring down the barrel of a challenge: a parts department struggling to find its footing. The dealership had never had a parts manager, and with a mountain of obsolete inventory weighing down operations, it was clear Ryan had his work cut out for him. In just a matter of months, Ryan had transformed the department with a strategy that combined airtight processes, expert inventory management, and online parts sales.

But, how did he manage to take a department in desperate need of strong leadership to a pinnacle of efficiency and profitability? This is Ryan’s story of grit, innovation, and the strategic use of modern selling tools that has quadrupled sales in Hyundai of the Shoals’ parts department in under a year.

The Challenge:
A Department on the Brink of Change

When Ryan joined Hyundai of the Shoals in October 2024, the sales volume in his first month hovered just around $15,000. Ryan saw an opportunity for change. 

His first order of business was to stabilize the department’s daily operations. “I knew I had to break bad habits for my employees and create good ones,” Ryan recalled. He started with the basics: inventory management. The team before him didn’t have a process for returning unsold parts, which led to a stockpile of unnecessary inventory collecting dust. So, Ryan added a new system for tracking special orders and keeping a healthy stock rotation. 

Ryan isn’t the type to settle for simply keeping things running. He knew there was more potential in the department, which led him to propose taking the department online. His GM and directors were skeptical because this was new territory, but Ryan was confident. “They trusted my idea and ambition, even though they weren’t sure about the whole online thing at first,” he said. And it paid off—the results were almost immediate.

The Profitable Shift:
Online Sales for Explosive Growth

Ryan had been considering parts eCommerce in previous roles for years and finally found the right moment to pursue it. “I wanted to find a way to generate more revenue without relying on wholesale relationships, which were limited in our area,” he explained. After only eight weeks of experimenting with online part sales, Ryan quickly saw eCommerce was outpacing wholesale revenue at the dealership. 

In his second month of selling online, his parts department grossed over $63,000, shattering previous records. “We’ve exceeded our expectations, and my GM and directors couldn’t be happier,” Ryan said. This instant success proved there was a huge market for Hyundai parts beyond local boundaries.

One of the biggest wins Ryan saw from selling online was the ability to move obsolete parts. “I can’t stress enough how important it is to clear out old inventory,” he said. Selling online has allowed him to offload parts that were just sitting around, turning them into cash. In two months, he knocked his 20% obsolescence down to an impressive 0%. “It’s crazy how quickly things move online,” Ryan admitted. “What was sitting on the shelf for months is now out the door.”

Selling online also made the department more profitable. Ryan managed to recover his upfront investment costs in the first month alone. “By October, we netted around $5,000 after covering all expenses,” he said. What Ryan once thought was an uncertain gamble turned into a calculated success that has the department running at full throttle.

Ryan’s Parts Department Pro-Tips

Ryan’s success offers invaluable lessons to any parts manager or other dealership leader looking to maximize the earning potential of their parts department. If you’re thinking about making the leap to online part sales, here are some of his tips that could help a beginner start on the right foot:

Ryan’s Aspirations for 2025

Ryan is optimistic about where online parts sales can take him and the Hyundai of the Shoals team. He plans to turn the parts department into a six-figure grossing operation by the end of 2025. “We’ve grown our part sales by 400% within a year, so I know we can reach that target,” he said confidently. “With the right strategies in place and a focus on online sales, the sky’s the limit,” he remarked. 

For parts managers and dealership leaders looking to level up, Ryan’s story serves as a roadmap to success. Shifting to online sales has created a new profitable revenue stream and the success has empowered his parts team. As the automotive industry continues to change, bringing in digital tools will be the big difference for teams committed to staying competitive and driving sustainable growth.

Turning Parts Employees into Online Sales Leaders

Bommarito Ford has achieved amazing results with its parts department, reporting 407 orders and $82,462.52 in sales in just 30 days. These numbers highlight the growing power of parts eCommerce. At the heart of this success is Fixed Ops Director Scott Lindwall’s philosophy: “Your bottom line is your front line, and your people are your front line.” 

Bommarito Ford Rolling 30-Day Online Part Sales

Grow Your Own High-Impact Parts Employees 

Scott Lindwall’s journey to becoming Fixed Ops Director for the Bommarito Group began on the ground floor as a parts manager. Over the years, he worked his way up, gaining firsthand experience and a deep understanding of what it takes to build a successful team. 

Now overseeing operations at multiple dealerships—Ford, Nissan, Honda, VW, and Toyota—Lindwall has led the charge in embracing online sales, being the first in the group to adopt RevolutionParts seven years ago.

“I spend money with folks who I trust,” said Lindwall, and that trust starts within his own team. 

Hiring a new parts manager, Ben Hannock, was a turning point. Within 30 days of Hannock’s arrival, the department experienced 100% growth. 

Lindwall emphasized, “When you invest in your people and set them up to win, they deliver.”  

Leadership continually invests in the parts department by encouraging them to discuss and share ideas internally, sending them to seminars and other industry events, and providing educational reading materials.

Taking on Aftermarket Retailers with RevolutionParts

Traditionally, the success of a parts department was tied to the sales floor and service drive. Today, the competition extends beyond local markets to 24/7 aftermarket retailers. 

Lindwall said, “Our competition is the aftermarket—they’re working 24/7, and we have the ability to do the same thing and even better.”

Using RevolutionParts, Bommarito Ford turned its parts department into a strong online business that customers can shop from anytime, anywhere. Selling parts online has helped the dealership reach beyond local customers and compete across the whole country.

RevolutionParts has played a big role in helping Bommarito Ford succeed with selling parts online. The platform handles the background tasks, allowing the dealership to focus on sales and taking care of customers. 

Lindwall had simple advice for other dealers: “It’s a trust fall, but it’s the best thing you’ll ever do.”

He also gives credit to RevolutionParts’ consulting services, especially Mike King, for sharing tips and strategies that really work. Lindwall recommended, “Follow their recommendations.”

Turning Inventory Into Cash, One Sale at a Time

For Bommarito Ford, keeping inventory clean and moving isn’t a challenge—it’s a way of doing business. Lindwall believes in treating inventory like “piles of money.” He explained, “The more you can move it, the cleaner you keep it, and the more money you can earn.”  

RevolutionParts helps Bommarito Ford stay on top of this process by making it easy to sell parts online. The platform turns slow-moving inventory into profit by connecting the dealership with customers all over the country. By staying focused on quick sales and avoiding stockpile issues, the parts department operates more efficiently and keeps profits growing. 

Making It Easy for Customers to Keep Coming Back  

Lindwall knows how important it is to make things simple for customers. “It’s not what you like, it’s the consumer,” he chuckled, quoting the movie Joe Dirt.  

Selling parts online fits perfectly with this idea. It lets customers shop whenever they want, on their own time. This convenience helps Bommarito Ford stand out and keeps customers coming back.  

Lindwall had a big goal: “One day, my parts department is going to outgross our service department.” With hard work and the help of eCommerce, that’s exactly what happened. Selling parts online played a big role in reaching that milestone and making the department a leader in the dealership.  

Advice for Dealerships Not Yet Selling Parts Online  

For dealerships unsure about selling parts online, Lindwall has some simple advice: go for it. “It’s totally doable,” he said. While it may require some extra work, having the right tools and support makes it much easier—and the rewards are worth it.  

Lindwall encouraged General Managers to trust their operators and consider new programs and tools. “General Managers need to listen to their operators about the programs and tools that are out there,” he explained. “In the dealership, you have to use every revenue opportunity available to you.”  

With RevolutionParts, Bommarito Ford has done just that. The platform has been a game-changer, turning online parts sales into a powerful way to boost revenue and reach more customers. For Lindwall, selling parts online isn’t just a good idea—it’s essential for staying competitive and growing the business.  

Invest in People, Embrace Technology, Achieve Big Goals

Bommarito Ford’s story shows how focusing on people and using the right technology can turn a parts department into a strong and profitable business. By supporting employees, focusing on customer experience, and using RevolutionParts for online sales, the dealership has created a model for success.  

Lindwall summed it up perfectly: “Taking risks is part of being great.” For dealerships ready to invest in their team and embrace online sales, Bommarito Ford offers a clear path to reaching big goals.

How Stillwell Ford Achieved $200k+ in Sales and $23k+ Profit in One Month with Selling Parts Online

Parts managers like Bill Green at Stillwell Ford are forever changing how dealerships do business. A little more than three years ago, Bill started at Stillwell Ford and right away leveled up his department from a support function for service and sales to a totally new profit maker for the dealership. Using RevolutionParts, he has driven rolling 30-day sales of 800+ orders and $200,000+ in revenue. There are benefits beyond the profitable revenue boost, too: trust from his general manager, steady growth, and lots of manufacturer kickbacks.

Rolling 30-day sales volume

A Vision for Big Growth

In the past—and at many dealerships still today—parts departments relied on vehicle sales and service volume to meet their revenue goals, making growth difficult without a huge budget and dealership expansion. But Bill, a manager with 40+ years of automotive industry experience, knew that online selling could provide the parts department with a scalable source of income. With RevolutionParts, Stillwell Ford entered the digital parts market, allowing them to bypass the geographic limits of a small-town dealership and open up a new nationwide customer base.

Bill says: “I tried to make it work at a few places before, but I didn’t have any support from the owners. Then I went to my current boss. At first, he said no. Later, I came back with more info, plus there was a discount program for Ford dealers. I also got advice from our IT guy, who thought it was a good idea. With better details and a lower price, we finally went for it.”

Overcoming Skepticism & Training His Team

Bill’s parts team was skeptical at first—many of his employees were uncomfortable with the idea of the technology, especially those who had worked in traditional parts roles for decades. However, Bill is a very capable and convincing leader, and with RevolutionParts’ help and easy-to-use tools, he quickly trained his team to manage and fulfill online orders.

Now, Stillwell Ford’s parts department is doing so much business online that they have multiple new full-time team members managing online order processing, customer calls, emails, and outbound packaging.

The Financial Impact: Volume, Kickbacks, & Profit

Unlike over-the-counter sales, where profit margins are typically higher, online sales often come with smaller margins. However, online sales is a volume game which has helped Stillwell Ford tap into a new source of profit, a cleaner inventory, and manufacturer kickbacks from Ford. 

“I’m not just stocking parts randomly—we use Ford’s RIM program, so parts get added automatically and are protected from going obsolete. Plus, we make money on shipping, and our higher purchase volume moved us to a better discount category with Ford. It all adds up to bigger profits. It also lets me stock parts I wouldn’t usually carry,” says Bill.

Success Has No Limit

For Bill, selling parts online was an exciting challenge that renewed his enthusiasm for his career. Having started in the dealership business in the 1980s, Bill has seen firsthand how the industry has evolved. His journey has included roles at a Jeep, Buick, and GMC dealership, time with BMW Corporate, and now his position at Stillwell Ford. 

“Adding the internet side of things gets me excited, even though it was a lot to learn at first. But now I really enjoy this work and think I’m good at it. We’re still improving every day, solving customer issues and getting better at what we do,” Bill says.  

For seasoned managers, taking up online retailing might seem scary at first, but as Bill’s story shows, it’s totally doable—and can even make your job more rewarding (and definitely more lucrative). By stepping into online parts sales, Bill found a scalable revenue source and a way to simplify the day-to-day pressures of managing a parts department.

The steady flow of online orders eases the stress of hitting traditional monthly sales targets, allowing Bill to focus on long-term growth and customer satisfaction.  

Key Takeaways for Dealerships

Considering the move into online parts retailing? Bill’s message is clear: take the leap. As Bill puts it, “It’s a huge market out there, and it continues to grow. If you don’t get in now, you’re going to be left behind or playing catch-up later.”  

The opportunity is great, with billions of dollars circulating in the online parts market and even more growth projected. For dealerships that hesitate, Bill offers a candid reminder:

Bill also emphasizes that dealerships don’t have to dive in at full speed right away: “You don’t have to do eBay and Amazon or buy superstore orders from the start. You can take it slower.”  

He also wants to remind you that while the work may feel challenging at first, it’s manageable. “Do some research, understand it’ll take effort, and know you don’t need to hire more people right away—but you’ll eventually need to as your business grows.”  

Finally, Bill reflects on his own journey, saying, “I wish I’d have been in the store 10 years ago and started it 10 years ago.”

A Future-Forward Approach with RevolutionParts

For dealerships not yet online, Bill’s success story serves as both inspiration and a clear roadmap. Selling parts online has been a game-changer for Stillwell Ford, offering both stability and expansion opportunities for the dealership. With RevolutionParts, both traditionally-seasoned and tech-savvy parts managers alike can drive huge growth in a dealership’s parts department.

How Royal Oak Nissan Modernized Fixed Ops to Maximize Profitability & Scalability

Royal Oak Nissan, located in Alberta, Canada, has leveraged the RevolutionParts digital commerce solution to expand its reach and build a profitable parts department. Under the leadership of Andy Lawrence, Parts Manager, the dealership is proving how modern eCommerce can future-proof fixed ops departments.  

Early Adoption in Canada Pays Off  

RevolutionParts enabled Royal Oak Nissan to monetize on a major gap in the Canadian market.

This foresight has positioned Royal Oak Nissan as a leader among Canadian Nissan dealerships. Afterall, there are only a few Nissan Canada dealers on the RevolutionParts platform, and many haven’t put in the effort to succeed online. 

When Andy Lawrence took over the parts department at Royal Oak Nissan a little over a year ago the dealership had already been using RevolutionParts for online sales for a year and a half. But armed with eCommerce experience at other dealerships, Lawrence saw the potential of the platform to further maximize the dealership’s profitability and scalability.

With RevolutionParts, online part sales have become a big chunk of Royal Oak Nissan’s business. 

“We definitely don’t waive eCommerce aside. Previously, we had a different eCommerce platform, but it was garbage. Nobody used it. Then RevolutionParts came in and cemented our place in the market where nobody else was really competing. eCommerce is now a good fraction of our business,” says Andy.

ROYAL OAK NISSAN 30-DAY SALES PERFORMANCE:

Expanding Reach & Revenue Through eCommerce  

While traditional dealership models often treat parts departments as support functions, Royal Oak Nissan takes a different approach. Andy and his team have built the parts department into a key revenue generating operation. 

“Most parts departments are reactive, simply supporting the dealership’s service and sales efforts. We wanted to take a front row seat and establish our department as a central cog in the dealership’s operations,” Andy explains.  

The results are clear: online sales have unlocked new revenue streams and expanded the dealership’s reach far beyond Alberta. With optimized SEO strategies and targeted online pricing, the team has attracted customers from other provinces—outcompeting dealerships across the country. 

“Offering discounts online allows us to undercut competitors and reach customers we wouldn’t have accessed otherwise,” Andy says.  

The parts department’s growing online presence has been essential to long-term scalability of the dealership—and it hasn’t gone unnoticed. 

“The rest of our dealership knows that we’re not just the dumb parts guys in the back of the dealership,” says Andy.

Improved Sales on Obsolete Parts  

One of the biggest challenges in parts departments is managing aging and obsolete inventory. However, the RevolutionParts platform has provided new ways to move outdated products. 

Andy says: “We’ve only recently started listing obsolete parts online, but we’ve already seen increased demand. It’s difficult to sell these niche items in person, but with RevolutionParts, we can tap into a national customer base. There’s always someone out there looking for that hard to find part sitting on our shelf.”  

By listing obsolete inventory strategically, the team has reduced the risk of holding unsellable stock, while increasing cash flow. Lawrence credits RevolutionParts for the increased demand…

Minimal Marketing, Maximum Impact  

Royal Oak Nissan’s online success has been driven primarily by organic strategies. 

“We keep it simple—mainly focusing on SEO to ensure we show up at the top of search results,” Andy explains. 

Unlike many businesses that rely heavily on paid ads, the dealership has seen consistent monthly online sales of $20,000+—without significant marketing investments.

A Customer Service Committed & Tech-Savvy Team 

At the heart of Royal Oak Nissan’s success within the parts department is a strong team committed to personalized customer service and technical proficiency. 

“We’ve got a small, close knit team of four guys, and we’re all pretty tech savvy. We know how to dig into the technical side of things for DIY customers, but we also know when to dial it back and explain things in accessible terms for people who aren’t car experts,” Andy says.  

“Plus, we’re all on board with expanding e-commerce as well as other income channels for our dealership.”

This adaptable and modern approach has earned the dealership glowing customer feedback. 

“We’ve gotten comments from many of our customers applauding us for our customer service, and our attention to detail. I think it’s pretty crucial to set yourselves apart in the market in this way in 2024,” says Andy.

The Blueprint for Modernizing Fixed Ops

The success of Royal Oak Nissan’s parts department shows how dealerships can effectively modernize their fixed ops operations to drive profitability and scalability. By embracing eCommerce early, efficiently managing inventory, and focusing on exceptional customer service, the dealership has positioned itself as a leader in the Canadian auto parts market.  

“I think it’s the future, to be honest,” Andy says of selling parts online.

With this modern approach and a commitment to continuous improvement, Royal Oak Nissan’s parts department is poised to thrive in a competitive market. For dealerships looking to modernize their operations, Royal Oak’s journey offers valuable insights and a clear path to success.  

RevolutionParts isn’t just a platform—it’s a solution that empowers dealerships to stay ahead of the curve, unlock new revenue streams, and future-proof your fixed ops departments.

Alden Auto Drives Huge Growth Through RevolutionParts’ Consulting Services

RevolutionParts empowered Alden Auto with a user-friendly platform to manage their parts inventory, sales, and fulfillment processes. But, the real turning point came when parts eCommerce giant, Mike King was brought in to help maximize the dealership’s use of the platform.

Alden Auto’s Challenge

Alden Auto was a successful dealership, but their parts department wasn’t performing as well as it could. The parts manager, Christopher Forrester, had taken the department from $8,000 to $35,000 in monthly online parts sales. Their new goal? To continue growing while maintaining strict control over costs and improving customer experience. 

Christopher describes the early days as a struggle, saying, “the [parts manager] before me didn’t want any part of selling online, so I had to start from scratch.” The team had partnered with RevolutionParts to power their online sales, but they needed guidance to improve processes and scale more efficiently—which is where King came in.

Designing More Efficient Operations (Inexpensively)

Mike worked closely with Christopher and his team to improve every aspect of their workflow, from packaging to customer communication. Mike told Christopher, “These are the things that you need to do to be successful, and they don’t involve spending money.”

Those key areas of focus included:

Speedy Customer Service

Mike’s philosophy centered on the idea that customer experience is critical to growth. He taught the team to focus on communication, accuracy, and consistency to build a loyal customer base. “Customer service was probably our biggest contributing factor to growth,” Christopher recalled. “That’s what sets us apart.”

Abandoned Cart Outreach

One of the most impactful strategies Mike introduced was cart abandonment outreach. He created a process, which helped to convert potential lost sales.

“We realized we were losing a lot of potential sales to cart abandonment. Mike introduced strategies for reaching out to those customers, which was a game changer. We were able to convert a significant portion of those abandoned carts into completed sales,” Christopher said.

Gathering Google Reviews

Mike also implemented a process for requesting Google reviews from satisfied customers. “People who leave reviews are usually the ones we’ve upset. But if you ask the happy customers, they’ll gladly give you five stars,” Mike noted. By sending daily emails to customers who had recently received their orders, Alden Auto saw their reviews skyrocket from 20 to over 500, with an improved rating of 4.9 stars.

Results:
Impressive Growth Without Increased Ad Spend

Before Mike’s consulting services, Alden Auto was spending $1,500 a month on ads and generating $15,000-$20,000 in monthly sales. Under Mike’s guidance, Alden Auto’s sales jumped to $150,000 per month—all while maintaining the same ad spend!

Christopher praised Mike’s impact on their business: “Mike showed us how to build customer loyalty and improve processes, and now those customers just keep coming back.”

By implementing RevolutionParts’ tools alongside Mike’s strategic guidance, Alden Auto was able to scale their operations without hiring a large team. Previously, the parts department was run by only two employees, Christopher and Kim, who managed both the eCommerce and in-store parts sales—but their growth has demanded change. “Now we’ve added a third employee, but for a long time, it was just the two of us handling everything,” Christopher said.

The Power of Pairing Expertise & Technology

The RevolutionParts platform allowed the dealership to automate many of the manual processes involved in selling parts online, from order processing to inventory management. By integrating with Alden Auto’s existing systems, RevolutionParts ensured that the dealership could scale without adding more complexity.

“We started using RevolutionParts four years ago and we haven’t had any issues. It’s been easy to work with, and it’s helped us grow,” says Christopher. 

Mike King’s hands-on consulting, paired with RevolutionParts’ platform, transformed Alden Auto into a robust eCommerce operation. For dealerships looking to expand their parts business online, the lessons from Alden Auto are clear: invest in the right technology, focus on customer experience, and work with experts who can guide you toward long-term growth.

Online Parts Sales: The Key to Olympia Nissan’s Multi-Million Dollar Revenue Success

The parts department has long been considered the hidden back office of dealerships—a place where its primary role was to supply the service lanes with parts and handle modest local wholesale transactions. Russell Moore, Parts Manager at Olympia Nissan dealership, is changing that.

Through his RevolutionParts online store, Russell has turned what was once an overlooked corner of his dealership into a profit-generating arm. This dealer spotlight explores how taking parts sales online boosted this dealership’s absorption rate significantly.

Level Up, Level Up

Russell inherited a parts department that was far from reaching its full potential. The dealership had dabbled in online sales using basic platforms, but they were clunky. “When I first started, our online presence was almost non-existent. We had some glorified landing pages, but every transaction required direct interaction with customers. It was far from streamlined,” recalls Russell.

Realizing the limitations, the dealership made an important decision to find a new online store platform. After exploring several options, Russell chose RevolutionParts. Russell says:

Olympia Nissan 30-Day Sales Performance

From Template to Tailored

Russell notes that one of the standout features of RevolutionParts is its high degree of customization. He emphasizes how the platform’s flexibility allows for significant personalization beyond the standard templates provided.

“I took the time to understand the design elements and completely redesigned our homepage.” This hands-on approach enabled Russell to tailor the online store to better align with their branding and customer needs.

Numbers That Speak Volumes (Like, Millions)

Russell describes the move to their new RevolutionParts online store as “surprisingly smooth.” “RevolutionParts is intuitive to use. There was definitely a learning curve, but the platform made it easy to automate and manage the complexities,” Russell explains.

“We had to get off eBay and Amazon, because of the high return rates and the nightmare of getting paid. RevolutionParts allowed us to focus on our own webstore, which has been a game-changer,” Russell adds.

The results have been impressive. In just a month, the dealership had 465 orders, $67,275.39 in sales, an average order of $144.68, and a gross profit of $7,368.95. Over the lifetime of Olympia Nissan’s online sales efforts, they have generated $7.3 million in revenue and $1.2 million in gross profit.

Becoming a National Player in Parts

The dealership is now reaching a national audience. “We’re selling parts nationally, which means we’re not just relying on local demand. This broader customer base has allowed us to maintain inventory levels and profitability even when the local market fluctuates,” Russell explains.

Plus, “Online sales have definitely helped our absorption rate,” says Russell.

A Crucial Revenue Driver Loved by GMs

Russell’s success has been noticed by his GM, who now sees the online parts business as a crucial part of the dealership’s future. Russell says:

Russell adds: “He understands the importance of this business and gives us the freedom to innovate. He knows that the future is online, and he’s all in.”

The Power of Social Media

Russell compares the journey of growing the online parts business to training for a race. There are days when you want to give up, but you get out there and run anyway. The same applies to building an online parts business. “It takes time and effort, but it’s worth it,” says Russell.

A marketing channel that helps Russell drive online customers is social media. Russell knows that with numerous online store options like eBay and Amazon, building a unique and trusted online presence is essential. 

Olympia Nissan is particularly active on YouTube. This is important as social media drove $2,441,089 in revenue between March 2022 – March 2023 for RevolutionParts’ Web Stores, according to the 2023 eCommerce Shopper Behavior Report.

Russell and his colleague Tom, who manage order processing and customer communication, are actively involved in producing content. This approach not only enhances visibility but also fosters trust. 

“When customers come in to pick up their parts and realize they’re interacting with the actual team behind the orders, it makes a big difference,” Russell explains. 

By engaging directly with their audience, Olympia Nissan effectively sets themselves apart from larger, impersonal platforms and reinforces their credibility and reliability in the online parts market.

Make it Simple & Successful

Through RevolutionParts’ online store, Russell has not only increased profit for Olympia Nissan, but also redefined the role of the parts department within the dealership. His success proves that with the right tools, the parts department can become a major driver of revenue.

For dealerships still on the fence about taking their parts sales online, Russell offers this advice:

Russell’s proactive approach to leveraging RevolutionParts’ features and customizing their online presence has set a new standard for what’s possible in the parts business. Dealerships that adapt and innovate like Olympia Nissan will be well-positioned to thrive in the coming years.

How Modern INFINITI of Winston-Salem Turned Parts Sales into a Revenue Driver

The role of the parts department is no longer just about supporting the service lane. At Modern INFINITI of Winston-Salem, the parts department has become a key revenue driver, thanks to selling auto parts online.

RevolutionParts provided their team with a digital parts commerce solution that has transformed the way they sell and source auto parts. We sat down with Jackie Combs, eCommerce parts specialist at Modern INFINITI of Winston-Salem, to discuss her online parts business.

Meeting Parts Customers Where They Are: Online

Modern INFINITI’s decision to move parts sales online was driven by the growing demand from customers who prefer the ease of buying auto parts over the internet. Jackie explains…

This change wasn’t just about meeting customer demand; it was also about staying competitive in a market where online sales are now the norm. In fact, there were 143.2 million unique users across web stores powered by RevolutionParts in just one year (between March 2022 – March 2023), according to our 2023 eCommerce Shopper Behavior Report.

Jackie attributes the idea of selling parts online to the dealership’s General Manager and the larger auto group to which they belong. “We’re a huge dealership group out of North Carolina with 14 dealerships across the state. We saw the progress and success with one brand and decided to expand it to Nissan, and eventually INFINITI.”

Previously, the dealership was selling parts on Amazon and eBay, but not anymore. “With RevolutionParts we don’t need those stores anymore. Everything’s brought into one online store,” Jackie says.

Modern INFINITI of Winston-Salem 30-Day Sales Performance

Easily Boosting Traffic, Satisfaction, & Profit

Moving online sales to one online store was relatively easy, thanks to our user-friendly platform at RevolutionParts. Jackie recalls…

One of Jackie’s favorite features of RevolutionParts is the estimated delivery date. “A lot of times, you don’t get that from websites. It helps customers know when their part should arrive, so they can schedule their service appointment or mechanic visit accordingly.”

Selling online has also helped with obsolescence and aging parts. Jackie says, “We can look in our DMS and see we haven’t moved a part in 8 months, optimize it, and a customer will then scoop it up and it’s out the door!”

The dealership has found that selling parts online has enabled them to offer more manufacturer-backed promotions, which drive traffic to their online store, boosting visibility, and interest. Offers like: $100 off shipping on orders over $100. Jackie says:

Also, Modern INFINITI has leveraged flexible shipping options to further add to profitability. “It gives us the option to choose whichever one is more cost-effective to us,” Jackie noted.

The online store has expanded their customer base far beyond just repair shops and collision centers. “Joe off the street,” as Jackie says, can now buy the parts he needs with just a few clicks. This makes it easier for everyday consumers to fix their vehicles themselves.

These strategies not only increased traffic to their online store but also improved overall customer satisfaction.

$111K Sales in Just 30 Days

In just a month, Modern INFINITI saw 260 orders, $111,504.98 in sales, an average order of $428.87, and a gross profit of $6,367.09. Even with the slimmer margins that come with competitive online pricing, they’re still outpacing the dealership’s wholesale numbers. Jackie says:

The success of the online parts business hasn’t gone unnoticed by the dealership’s leadership. Jackie says her GM is very pleased with the results, especially how they’re now able to serve customers nationwide and not just in their region.

Online sales have also improved the dealership’s fixed operations, helping cover more of the dealership’s operating costs. “It definitely pulls everything together,” Jackie notes, emphasizing how the online parts business now contributes to the dealership’s overall profitability.

For dealerships that haven’t adopted online parts sales, Jackie’s advice is: “Just do it. Don’t hesitate.” She adds: “It’s 2024, and everybody’s going digital and online. You need to join the club, or you’re going to get left behind.” According to Jackie, dealerships who just refuse to get online will be “losing out on money, and customers will go find what they need somewhere else.”

The Blueprint for E-Commerce Across the Auto Group

Jackie is now looking to expand their online parts store across the entire auto group. “I’d really like to grow some more stores. We have several brands in our automotive group, and I want to make sure every dealership has its own RevolutionParts store. Eventually, I’d like to be the manager of the e-commerce department.”

With 14 dealerships in their group, Modern INFINITI is already ahead of the curve, but they’re not stopping there.

“We’re trying to fine tune the brands we’re already working with on RevolutionParts and get the process equal across the board to make sure that everybody’s doing everything the same way. So we can just have consistency. And then once we get that settled, we’ll hopefully hire another person, and then we’ll bring on Genesis eventually,” Jackie says.

Jackie Combs and her team have transformed their parts department into a thriving online business. Parts, which was once a support function, has now evolved into a significant revenue generator for the dealership—with no sign of slowing down. We wish Jackie the best in continuing to grow the e-commerce department of her dealership group!