Modern INFINITI of Winston-Salem
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…
“Everybody’s on the Internet now. It makes it easier for people, and they love to click and purchase. It provides a more cost-effective resource for them to use.”
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
260
Order Volume
$111,504
Revenue
$428.87
Average Order Value
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…
“That’s the good thing about RevolutionParts—it’s all there in your face. It’s very easy to maneuver and get things done properly. It’s not confusing; it’s very user-friendly. It’s just been really seamless to use this platform.”
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:
“It moves a lot more, and it brings a lot more traffic to the site.”
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:
“A lot of times we can bring in just as much, if not more, of a profit than our wholesale department. So it’s definitely been beneficial for our business.”
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!
Don't Miss Out!
Discover how RevolutionParts can help you boost your online parts sales and streamline your operations. Schedule your free demo today and take the first step towards transforming your parts department.
