Olympia Nissan
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:
“We were looking for a solution that could simplify the buying process for customers while providing us with the tools to manage our inventory effectively. RevolutionParts was the clear choice.”
Olympia Nissan 30-Day Sales Performance
465
Order Volume
$67,275
Revenue
$144.68
Average Order Value
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.
“RevolutionParts offers excellent customization options beyond the standard templates, allowing us to create a unique online store that fits our specific needs and branding.”
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.
“Our parts department is now a critical revenue generator. We’re not just supporting the service lanes; we’re contributing directly to the dealership’s bottom line,” says Russell.
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:
“Our GM loves it. He often compares our performance to other dealerships in our group, and he’s proud of what we’ve achieved. He knows that to be competitive and profitable, we need to offer parts online. It’s a no-brainer.”
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:
“Don’t wait. The opportunity is there, but you have to be willing to put in the effort. RevolutionParts makes it simple, but it’s up to you to make it successful. The rewards are worth it.”
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.
Don't Miss Out!
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