Royal Oak Nissan
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.
“There aren’t many players in Canada combining eCommerce and auto parts sales. Being the first ones with our foot in the door has given us a good leg up on the rest of the market,” Andy says.
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.
“We really love using RevolutionParts. It’s definitely better than a lot of the eCommerce sites I’ve used in my previous work. The UI is really nice to use as well.”
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:
80
Orders
$21,756.50
Sales
$244.46
Average Order
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.
“RevolutionParts has really been indispensable for us in broadening our market reach and growing our revenue through different income channels.”
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…
“I have noticed an uptick in the demand for obsolete parts almost completely due to RevolutionParts.”
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.
“In terms of marketing, it’s been pretty light compared to the kind of revenue we’re bringing in for sure.”
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.”
“I think we’re probably the most ahead of the curve compared to other dealerships in our area.”
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.
“You can’t just be a passive parts department.”
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.
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