How Tom Wood VW’s “Parts Guy” Creative Marketing Led to Big Wins  

When Nick Forth took over the parts department at Tom Wood Volkswagen, he inherited an online part business that was still finding its footing. At the time, the department had been using RevolutionParts for about six months, but it wasn’t fully optimized.  

Tom Wood VW had always sold parts in-store, but its initial attempt at online sales was minimal. There was no dedicated marketing, and the process wasn’t streamlined. The dealership’s owner saw potential in digital sales, but they needed the right person and tools to bring it to life. That’s where Nick and RevolutionParts stepped in.  

Instead of treating online sales as a side project, Nick made it a core part of his strategy. In just two years, Tom Wood VW’s online part sales have grown significantly, bringing in hundreds of orders per month with low overhead costs.  

So, what are the secrets to his success?  

Process, customer service, and creativity  

Nick attributes his success to three key areas:  

1. Solid processes: Nick knew that consistency was key. He made sure his team followed a structured workflow for processing orders efficiently and providing great customer service. This ensured that as sales grew, they could keep up without mistakes.  
2. Customer service: Selling parts online isn’t just about listing products—it’s about helping customers. Nick prioritized quick responses, accurate information, and a smooth buying experience.  
3. Creative marketing: The biggest differentiator was Nick’s approach to branding. He wanted his store to stand out, so he created an illustrated “parts guy” character that customers could associate with the business. He even turned it into stickers to include in shipments!  

By providing accurate part descriptions, original photos, and fast shipping, they’ve built trust and encouraged repeat business. Many customers have left positive reviews, praising the ease of ordering and Tom Wood VW’s excellent service.

Overcoming growing pains  

Building a strong online part business didn’t happen overnight. At first, there was a lot of trial and error—testing different shipping strategies, adjusting pricing, and figuring out what worked.  

One big challenge was making sure they could sell slow-moving and obsolete inventory. By pushing these parts online, they were able to free up shelf space for the more in-demand items that the service department needed.  

“We had an obsolescence issue when I took over. Being able to move those parts and stock more of what we actually need has helped us a lot,” Nick explained.  

One of the biggest challenges of online parts sales is finding the right price point. At first, Tom Wood VW was unsure how competitive they needed to be. Nick used RevolutionParts’ pricing matrix, looked at trends, and changed prices over time. He kept prices fair while still making a good profit, which helped bring in more customers.

“Pricing is a delicate balance. Too high, and customers go elsewhere. Too low, and we lose profit. Over time, we figured out the sweet spot,” Nick said.

Tom Wood Volkswagen 2024 Online Part Sales

Why online part sales are the future

For dealerships still on the fence about selling parts online, Nick says the benefits are clear:  

• Reach more customers: Instead of just selling to local car owners, Tom Wood VW now ships parts nationwide. This has drastically increased their potential customer base.  
• Low overhead, high volume: Unlike selling vehicles, which requires physical space, test drives, and negotiations, selling parts online is straightforward and cash-positive.  
• Faster inventory turnover: Online sales help clear out older stock, improving the dealership’s inventory management.  

Additionally, younger generations like Gen Z are driving a shift in the market. Many of these customers are turning to DIY auto repair, using platforms like YouTube to learn how to fix their own cars. Since they shop almost exclusively online, having a strong digital presence is more important than ever.  

Nick’s favorite RevolutionParts feature  

One tool that’s made a big difference for Nick is live PDC inventory visibility. This feature allows customers to see whether a part is coming from his own warehouse or from Volkswagen’s distribution center, setting the right expectations for delivery times.  

“We just added my local PDC inventory to our eBay store, and our sales went way up. It’s a huge help,” Nick says.  

Creative marketing that stands out  

“I’m not the only Volkswagen store working with RevolutionParts, so we had to do something different. That’s where the original photos and unique content came in. We were asking ourselves ‘How do we get in front of more people?’ We had to move up in the algorithm, and unique content was the easiest way to do that,” Nick said.  

Enter: the “Parts Guy” illustration. Instead of just being another VW parts seller, Nick built a brand with recognizable visuals—something customers could connect with.  

“I asked my friend, who’s a cartoonist, to draw a parts guy for fun. A couple of weeks later, he sent me a design—and it looked just like me! We turned it into a sticker, and then added it to our website,” Nick explains.  

The results? Customers engaged more, the website became more memorable, and sales kept growing.  

Advice for other dealerships  

For dealerships still hesitant about selling parts online, Nick has a simple message: You’re missing out.  

“It’s a relatively low-overhead way to move a large volume of parts. A lot of dealers are old school and stick to what they know. But once you get past that fear of the unknown, the opportunity is huge,” Nick says.  

Tom Wood VW’s online part business is proof that with strong processes, great customer service, and a little creativity, dealerships can turn online part sales into a major revenue stream.  

By using RevolutionParts in partnership with these key elements, Nick and his team have built a parts department that’s efficient, profitable, and constantly growing.  

Want to see similar results? Start selling with RevolutionParts today!