IMPORTInsider

The
IMPORTInsider
Vol 1. Issue 4: 12/10
SUCCESS STORIES FROM THE NAPA NATION’
Introducing
THE ALTROM
2010 Q4 PROMOTION:
Combine the 5% Direct Order
Discount along with the ‘Get in
the Game’ 5% for a total of
10% off your next Akebono
and Advics brake pad order.
Offer Expires: 12/31/10
HOT TOPICS: HUB INVENTORIES, NAPA HAS IT! AND
EIGHT-FOLD SALES INCREASES
HUB: HIGH
POINT, NC
HUB INVENTORIES
NAPA Import Auto Parts has
begun to increase inventories
of key NAPA distribution
centers across the country. This
new initiative will ensure
Altrom import parts are closer
to the customer and will better
utilize the strength of the NAPA
hub and spoke system. One of
these selected hub DCs is the
High Point, NC operation. An
early and strong supporter of
the Altrom line, High Point has
demonstrated a passion for
engaging customers and
company owned stores to
recognize their import market
potential. There are many
aggressive ownership’s that
have made Altrom a part of
their daily sales effort and the
company owned stores have
consistently sought out new
business using the NAPA Import
Auto Parts program as a
lead-in.
November saw the first of
nearly 60 pallets of additional
NAPA Import Auto Parts
inventory arrive in High Point. It
was all hands on deck to get the
Altrom products on the shelves.
With the coming holidays and a
large conveyor replacement
project looming, it was
necessary to get the parts on
the shelf quickly. The first day
of stocking the new product
saw 15 pallets of parts make it
to the shelf and logged into
inventory. Before the end of the
first day, there was demand for
the new parts and High Point
was shipping orders out to
other NAPA distribution
centers! By the end of the
second day, another 20+ pallets
of product was put away and
again, more orders for these
new parts were coming in!
The response to this inventory
upgrade has been great. The
staff at High Point is looking
forward to continued growth
and the opportunity to more
quickly service their customers
with this new and larger inventory.
NAPA HAS IT- NO NEED TO
LOOK ELSEWHERE
Recently, Altrom DSM Rob
Krutch was making dealer calls
with Kent Hanawalt in the
Sacramento District
marketplace. While calling on
Japanese Service Center-- an
AutoCare affiliate, it was
discovered that the shop
owner, Steve Karn was buying
his import thermostats from
another WD supplier. Steve
pulled out a TAMA Brand
thermostat and said, "This is what
you guys need to be selling!"
#154-2907
TAMA Brand
Thermostat
Rob smiled, and kindly told
Steve that this brand is exactly
one of NAPA Import Auto Part’s
best thermostat suppliers along
with Behr. The sales team
explained to Karn that these
brands are available from his
supplying NAPA store every
day. Since this call, Japanese
Service Center has become one
of the largest Altrom customers
in the Sacramento District, and
has increased its NAPA import
purchases significantly every
month.
WORTH THE DRIVE
Recently at Service Auto Parts
in Jasper, Georgia, a phone call
was received by Wendy Chastain
inquiring about a brake wear
sensor for a 2000 BMW 528it.
Looking at her inventory,
Wendy explained to the
potential customer that the
part #34 35 1 163 066 was
indeed in stock. The customer
had been searching far and
wide to find this sensor and
when he finally located it, not
only was he happy he made the
call; he drove 40 miles round
trip to purchase the ATM
Original Equipment wear
sensor. The end result was
again another satisfied NAPA
Import Auto Parts customer
and another satisfied NAPA
store owner, Doug Burgess.
D o u g ’s s a l e s t e a m j u s t
completed the NAPA Import
Expert training found at
www.napa.altrom.com and is
now looking for Altrom sales
opportunities everyday with
every import customer.
PULASKI CO-OP TAKES
THE PLUNGE
Tom Heidenfelder, the TSM
for the Stevens Point DC, has
recently been discussing the
NAPA Import Auto Parts
program with Greg Wilson
from the Pulaski NAPA store in
Wisconsin. Last month, Greg
agreed to go ahead with a new
Altrom inventory-- with one
stipulation-- that Tom would be
the one to put the inventory on
the shelf! While Tom’s back
may still be aching, Greg is very
happy with his import branded
products and now has the
exclusive offering of these parts
in his town. To announce this
great new offering, Greg has
become quite creative in his
marketing. In addition to
including Altrom parts on his
website, Greg and his staff have
also produced a TV commercial
...CTD ON PAGE 2
G R O U P
...CTD FROM PAGE 1
Sweet Success
for their local station, a take-off
of the ‘NAPA Know How’
advertisement.
FROM ALTROM HQ:
Product Introduction:
ENEOS CHEMICAL
PROGRAM
T ttoo
RSST
FFIIR
miinngg JJaannuuaarryy!!
CCoom
A iinn
PA
AP
NA
N
Eneos (Nippon Oil Company) is
the OES and OEM factory fill for
many Asian nameplates such as:
• Toyota
• Subaru
• Honda
• Hyundai
• Nissan
• Kia
• Mazda
• Isuzu
• Mitsubishi
• Suzuki
Along with synthetic oil viscosity
formulations from 0W20 to
5W30, they provide superior
ATF and CVT fluids. Eneos
ECO-ATF is fully compatible
with Toyota’s low viscosity WS
(World Standard) ATF, Honda’s
Z1 as well as Nissan’s Matics
ATF. Eneos CVT Fluid is
compatible with the following
CVT transmissions: Toyota’s
Super CVT, Nissan’s Xtronic CVT
M6, Honda’s Multimatic, and
M i t s u b i s h i ’s I N V E C S I I I
CVT/SM6. Make sure you stock
up on these world class fluids
when they become available in
January 2011!
While no one is going to
confuse Greg’s vocal skills with
Rod Stewart’s, his ingenuity and
willingness to try new avenues
to promote Altrom are making
him quite successful. If you are
ever in the Green Bay television
area, look for Greg’s ad-- it’s
sure to bring a smile to
your face.
QCMP: MARKETING
CONFERENCE SUCCESS
Recently Altrom marked it’s
third appearance at the Hershey
marketing conference in
support of the Quaker City
Motor Parts group.
The Altrom product display
continues to grow along with
the number of success stories
from their expanding customer
base. When speaking with
many store managers and shop
owners, it was clearly evident
that the Altrom program is
making a positive impression.
Store owners and managers
both agree that expanding their
NAPA Import Auto Parts
offering will lead to increased
growth, especially through the
untapped opportunities in their
markets.
One success story from this
show came from Mullen
Walton III. Mullen already sees
the value in the NAPA Import
Auto Parts program as a result
of field work with his Altrom
Regional Sales Manager. While
at the conference, Mullen
commented how one of his
shop owners could not believe
that NAPA Import Auto Parts
could provide an OE VW
temperature sensor for
nominally less than the price at
the local dealership.
Next, Chris Landis, an OSS
from York NAPA, commented
on his experiences working
with the BMW trained
specialists in his area.
He
pointed to the BERU branded
ignition coil on display and said
these brands were now being
embraced by these trained
technicians for the OE quality
they expect. In addition, Chris
communicates the top moving
branded parts by group code so
his customers are always aware
of what’s available. Also, he
extensively utilizes the ‘Did You
Know?” flyers available from
Altrom’s website to share
valuable money and labor
saving tips with his customers.
As a result, Chris has quickly
become their partner and these
former WD competitor‘s
customers are now specifically
calling on Chris’ NAPA store for
the BERU brand as well as other
key import brands that NAPA
now offers.
THE BEST SELECTION
IN TOWN
John Kronick from Hodges
Automotive was ecstatic to find
that the Lompoc NAPA store
had the import pads, rotors,
and wheel sensors for a
Mercedes Benz brake job--all in
stock and on the shelf. NAPA
was the only store in the area
with the parts in stock. In fact,
he called all of the other stores
in town just to check if anyone
else had the parts. John now
says that Altrom is, "The
Bomb!" Sales with Hodges
Automotive were around $900
a month but Randy, Outside
Sales for the Lompoc store, said
that thanks in part to NAPA
Import Auto Parts, the NAPA
store has conquered the
competition and is back to
around $5K a month with
Hodges Automotive.
EIGHT-FOLD SALES
INCREASE
Gunnar Grant in Battle Ground,
WA, recently discussed YTD
sales with his Altrom Sales Rep.
After adding a small amount to
his existing NAPA Import Auto
Parts inventory at the end of
2009, his sales of Altrom have
quadrupled and he has seen an
eight-fold increase in Import
Chemical (AIC) sales. Adding
inventory, of course, was just
one step in the process. In
addition, the Battle Ground
NAPA counter people and OSS
have all completed the NAPA
Import Auto Parts web based
training program, found at
www.napa.altrom.com. They
use this inceased understanding
of the import product features
to actively recommend and sell
the parts daily.
Hurry... t Out!
os
Time’s Alm
SHOCKTACULAR
PROMOTION
Order $2500 or more in KYB
Shocks and Struts using
FOTAB FD126 by December
31st, 2010 and we will send
you both:
LOGO JACKET
SHOP CLOCK
FREE!
Order Details:
• Order Minimum: $2500
• Direct Shipment Discount: 5%
• Free Freight
• Indicate Jacket Size in PO
Comment Section
• Promotion Expires: 12/31/10
G R O U P
4401 D St NW Ste A
Auburn, WA 98001
800.828.1640 (p)
253.867.3502 (f)
www.napa.altrom.com