Fixed Ops Magazine - 2022 Vol19 03 - 21

on the radar of these parts buyers, it also helps them
more effectively find the parts they need to meet their
buyers' demands.
Fortunately, they have also built strong relationships
with their customers who contributed
to an increase in customer loyalty
and maintained a substantial amount
of their business. They used eBay to
help them do just that. " We know
our industry is tough, " says Chris.
" We believe there is a need for some
constants in the midst of the chaos. For us, those three
things are extreme customer service, attention to minute
details, and the relentless desire to keep growing. "
you have
to be active in your
business
parts through additional online marketplaces, not just
at the parts counter. He is not one to believe in the " set
it and forget it, " way of doing things. He wants to be
as hands-on as possible to grow his dealership's parts
business. So when the opportunity to use online marketplaces
arrived, Brian didn't hesitate
to jump on board. " We started
with RevolutionParts eight years
ago with our online parts catalogs, "
says Brian. " Now we've ventured out
into eBay and Amazon and we just
got our Walmart store started. "
While market competition increases, not just on eBay
but across all digital platforms, the Ruffin brothers are
not disillusioned by some of the more outdated tactics
of their competitors. " We believe it's important for
dealers to know that you don't have to be the cheapest
to be successful online. We are in the age of Amazon
Prime and instant gratification, " says Chris. " While
a competitive and fair price is important to us, speed
is perhaps more important. A higher priced but faster
product will sometimes save the customer more in the
long run. "
Looking to the future, Chris and Brandon Ruffin both
have a clear goal in mind. " Our next step is to increase
the size of our inventory which will require us to add
a satellite warehouse, " says Chris. " As supply chains
grind to a halt, we want more product on hand now so
our customers can get what they need today. "
AMAZON SELLER OF THE YEAR -
Chapman Chevrolet Buick GMC
* 2021 AMAZON SALES PERFORMANCE
* TOTAL REVENUE: $1,556,141
* AVG ORDER VALUE: $44
* TOTAL # ORDERS: 35,330
In a world where online platforms dominate digital retail,
Brian Teem, the Parts Manager of Chapman Chevrolet
Buick GMC, understands the importance of selling
With over 30 years of experience in the industry, Brian
has seen how often and how fast things change.
" I think you have to be active in your business, " says
Brian. Adding Amazon as an additional sales channel
to their parts department was a challenge, especially
considering the department was new to the business
side of the platform.
" When I first got on Amazon, I did everything manually,
and that's really labor-intensive. I only had half the
parts numbers I needed, " says Brian. " It was difficult to
determine what parts they should sell, what consumers
were looking for, and how to keep up with the rise
in competitors. As soon as I went to RevolutionParts
and learned to customize, my inventory numbers doubled
and I saw my sales increase. "
ROOKIE OF THE YEAR -
Modern Infiniti of Winston
* 2021 SALES PERFORMANCE
* TOTAL REVENUE: $821,638
* AVG ORDER VALUE: $292
* TOTAL # ORDERS: 2,806
Modern Infiniti of Winston is the latest addition to the
Modern Automotive Network. As the seventh dealership
to start with RevolutionParts under this network, they
have seen an incredible amount of growth in a short
amount of time. It is an achievement that Modern Automotive
Corporate Parts Director, Scott Traub, is especially
proud of. Having been with Modern Automotive
for nearly a decade, seeing a new location achieve such
strong success has been a highlight for everyone.
MAY JUNE 2022 || FIXED OPS MAGAZINE
21
Fixed Ops Magazine - 2022 Vol19 03

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