Keystone News

According to Statista, one of the world’s largest statistics portals providing users with access to relevant data from over 18,000 sources, the United States automotive aftermarket soared to the 137 billion dollar mark in 2014 with no signs of taking its foot off the gas anytime soon. In fact, forecasters estimate steady growth through 2018, a projection that spells increased sales for retailers this holiday season.

As the automotive aftermarket continues to ride an upward trend, so does its e-commerce sales channel, which continues to benefit from healthy year over year double-digit growth. Hedges & Company, a full-service market research and digital marketing company serving the automotive aftermarket and motorsports industries, estimates the automotive aftermarket’s e-commerce sales will continue to grow at a rate of $1 billion dollars per year through 2018.

What does this mean for you as a retailer? Many rely on strong October, November and December sales to carry them through the lull of the New Year. Minimize the impact e-commerce sales can have on your brick and mortar business profits by appealing to the nostalgia of traditional holiday shopping: develop a solid sales plan, secure proper seasonal inventory with a warehouse distribution partner like Keystone Automotive Operations, Inc., showcase an attractive and inviting storefront and create custom in-store promotions.

“Consumers are more complex, and marketers have more opportunities to reach them than ever before. Truly connecting with consumers requires interaction and omnipresence, emphasizing a complete experience that extends beyond channels, beyond traditional methods, and beyond the holiday season,” said Marshal Cohen, chief industry analyst of The NPD Group, Inc., a company that provides reliable market information and advisory services across a variety of industries.

Keystone Automotive Operations Inc., the leading and largest wholesale distributor of automotive aftermarket equipment in North America, teamed up with a few of its valued customers to offer retailers seven suggestions for converting increased holiday foot traffic into profitable sales.

1) The Early Bird Gets the Worm: The mad holiday rush is starting earlier and earlier each year, placing increased pressure on retailers to wrap up inventory analysis, stocking orders, sales planning and store presentation well before the season. “We start talking about the holidays in early September and put together our advertising flyer by early October. We look at previous year sales, as well as new items and widgets in every price range, including gifts under $25 and $50. Then we adjust store inventory based on that information,” said Rudy Forlenza, industry veteran of 39 years and General Manager of 18 A&A Auto stores located in northeastern, Pennsylvania. Ginger R. Glover, owner of Truckers Toy Store LLC, has three locations in North Carolina and each store serves a unique demographic. Their inventory analysis also is completed early fall and strives to extend consumer reach across the stores with the least amount of capital output in order to maximize profit potential. “We sell a lot of toolboxes, tubular products and items under $50-$60, such as hitch plugs, license tags, leather cleaners, lights and various stocking stuffer gifts for the entire family. We spread the product out across the three locations to serve the various demographics,” said Glover.

2) First and Last Impressions Count: Let’s face it, the holidays are stressful. Help make it an enjoyable retail experience by creating an engaging first impression. Greet consumers with a clean, organized and presentable storefront that captures interest, as well as showcases an appropriate mix of holiday décor and seasonal products. Entice them to step inside and spend! “The store displays, such as end caps, display tables, gift guides and holiday flyers, should be placed in high-traffic areas,” said Forlenza of A&A Auto.

Likewise, the checkout counter should feature stocking-stuffer gifts, offering consumers an array of neatly displayed, irresistible impulse buys including, but not limited to, in-store and brand name gift cards, widgets and gadgets. Steve Schmidt, General Manager of Clear Star Media Group/Finishline in Maple Shade, New Jersey, says their store puts up a small Charlie Brown tree by the register every year. “The customers love it! We add a light strip to the tree and hang gift cards. [Voilà!] An instant impulse buy sensation.” Be smart, be creative and be unique.

3) Appeal to the Senses: An effective use of color, lighting, music, product segmentation, display and demonstration, directional signage and aisle presentation influence consumer perspective and are effective tools in converting window shopping to actual sales. According to The NPD Group, Inc., the appearance chemicals category is up five percent this year. Sub-categories such as scratch removers, detailers, carpet/fabric care and protectants are up 18%, 15%, 13% and 5% respectively. Set up a small demonstration area where consumers can test the products and see the results for themselves. Air fresheners ranked at the top of dollar volume growth, up 12 percent year over year. Hang the newest scent by the register to capture consumer attention and encourage an easy add-on sale. The lighting market continues to impress consumers with groundbreaking designs, features and benefits. Renowned innovators like Rigid Industries and Vision-X are at the forefront of consumer demand, offering premium lighting solutions for cruising the highway or trailblazing the off road. Place a couple of displays in a high-traffic area and encourage customers to experience the variety of lighting solutions.

4) The Right Product SELLS: Focus on the appropriate combination of new and top selling products/applications, seasonal favorites, impulse buys and clearance or discounted items. “Spend the time to dress the store and showcase the right products – you will see an increase in sales,” said Rob Murphy, General Manager of Installations Unlimited in North Syracuse, New York. “If consumers feel they’re getting the right bargain and they’re buying at the right time of year, you’ll see success.” Partnering with the right wholesale distributor makes all the difference. “We’re a small operation and keep very little in stock. A partner like Keystone allows us to get whatever we need the next day,” said Pascucci, General Manager of The Enthusiast in Johnston, Rhode Island.

 - Electronics, i.e., back-up cameras, head units, remote cars, etc.
 - Remote Starters
 - LED Lighting
 - Toolboxes
 - Floor Mats
 - Mud Flaps
 - Specialty Market Items, i.e., Jeep® tops and off road accessories
 - Suspension Products
 - Towing Products
 - Car Care Kits
 - Bolt® Locks
 - Tailgate Assists
 - Tonneau Covers
 - Tubular Products
 - Bedliners
 - Tuners

5) Trained Employees: Store managerseCommerce Industry Spend 2009 to 2015 Schmidt and Pascucci stress the importance of market trend and product knowledge as a key to a business’ success year round. “POP materials and trained employees with extensive product knowledge will close the sale. If someone walks in and is on the fence and you understand the product, [chances are] you’ll sell it,” said Schmidt of Clear Star Media/Finishline. Kristine Pascucci of The Enthusiast agrees. “It’s important to give the customer confidence [during the purchasing process]. Always know what you sell. Educate yourself so when you’re speaking to any customer, you’re informed and, therefore, they’re informed. Trained, well-educated employees translate into happy future repeat customers.” A great holiday experience will have that consumer coming back for more throughout the year.

6) Utilize Proven Tools to Achieve Success: Keystone offers its customers a variety of unique marketing programs to help retailers increase their business exposure, grow sales and maximize profit potential. “Keystone is an important part of our everyday sales, especially eKeystone, their B-to-B portal, and the benefit of having next day delivery services,” said Justin Matney, owner of RPM Off Road, located in Bristol, Tennessee. “We have been extremely fortunate to deal with their friendly and knowledgeable staff. This comes in particularly handy when training a new member of our sales force.”

Captivate consumer attention and drive sales with Keystone’s exclusive Holiday Program, a successful business-building tool developed to help retailers better market themselves and appropriate industry products during the holiday season. Keystone customers can choose from one of four available packages, which are comprised of gift guides and flyers, banners, posters, gift certificates, POP materials and customized imprints. “We always participate in the [Keystone] Holiday Program. The gift guide is a great tool for us and our customers. A lot of wives come in looking to buy gifts for their husbands. The Holiday Program offers a wish list on the back so consumers can make a list of top items, do their shopping a lot easier and then reference that same list throughout the year for birthdays, Father’s Day, etc.” said Pascucci of The Enthusiast.

Make good use of eKeystone, it is the automotive aftermarket’s best business-to-business tool, offering users the most comprehensive catalog system across the industry, one-of-a-kind SmartSearch technology, dedicated e-Commerce customer care and 24/7 access.

 - Experience fast and easy online ordering via year, make, model lookup or SmartSearch Technology
 - View real-time multi-warehouse inventory, acquisition cost and suggested retail price
 - Learn about new lines, new products and add-on selling opportunities
 - Take advantage of marketing support, such as jobber and consumer rebates, promotions and AdSlicks

7) Be Creative: Retailers should use a variety of techniques to achieve success during the holiday season. The retailers mentioned below use a combination of marketing materials, advertising contracts, in-store promotions, manufacturer rebates, counterman spiffs and holiday/product décor to ring the register. Here's some of their comments.

“Our showroom is constantly being changed to offer our customers something different every time they enter our store. Every year we hang Christmas cards from our dealers, warehouses and manufactures.”

Justin Matney, RPM Off Road located in Bristol, Tennessee

“This year we’re using various media outlets to help us communicate our ‘12 Days of Christmas’ special. Each day there’s a different giveaway and a qualifying purchase allows you to pick an additional gift from under the tree. At the end of the season, a portion of the proceeds will go to the local Boys and Girls Club. We also make a big Christmas tree out of toolboxes inside the stores.”

Ginger R. Glover, Truckers Toy Store LLC located in North Carolina

“We leave Keystone Holiday Program materials in the vehicles we’re working on so that we can reach out to our customers without overwhelming them. Each year, we have a different theme in the store with banners, posters, etc. We do radio ads and a ‘Not So Silent Night’ promotion, which we actively push through social media. We also feature a counterman spiff attached to the remote starter program.”

Rob Murphy, Installations Unlimited located in North Syracuse, New York

“We’ve taken the Keystone Holiday Program flyers and inserted them into the community newspaper for additional exposure. We set up Christmas trees and place that year’s hottest items underneath.”

Joe McBride, FX Automotive located in Whitehouse Station, New Jersey

“I make custom, hand-painted Jeep® and truck ornaments for the Christmas tree.”

Kristine Pascucci, The Enthusiast located in Johnston, Rhode Island.

“Sometimes we offer [product] package programs that help customers earn gift cards, which can be used to purchase additional items in the store.”

Steve Schmidt, Clear Star Media Group/Finishline located in Maple Shade, New Jersey

As we enter the upcoming winter wonderland, remember to know your customer, educate yourself about current market trends, offer the right product at the right price, invest in reliable, knowledgeable employees, showcase a festive theme throughout your store and enjoy this wonderful time of year.

Recent Articles

Tim Montana Live in Concert at the Glass Cactus

Gaylord Texan and Convention Center, Grapevine, TX

Join us and WEATHER GUARD to welcome Tim Montana for a LIVE concert before the BIG Show in Dallas, Texas on February 23rd at 8:00 p.m.. Protected by WEATHER GUARD.

* You must show your convention badge for entry.
* Must be 21 to attend.

 

ABOUT TIM MONTANA

It’s easy to see why Montana’s music connects with so many people far and wide. Dubbed as one of Rolling Stone’s “Artists You Need to Know,” his musical influencers range from Merle Haggard to Guns N’ Roses. Montana’s passion for music has not gone unnoticed by his fellow musicians. “Tim is the real deal. He’s a little bit country with lots of hard rocks — or maybe he’s a rocker in touch with some serious country roots,” says ZZ Top’s Billy Gibbons. 

Tim grew up in Butte, MT in a household that did not support his musical career. He quickly learned if he wanted to make a reality of out his passion to sing and play guitar, he had to escape Big Sky Country. He packed his bags and made his way to the heart of country music, Nashville, TN. 

Soon after living in Nashville, a rodeo performance caught the attention of David Letterman. David was so impressed by Tim’s music, he personally invited Tim to perform on The Late Show with David Letterman. 

Montana continued to write and record which earned him a worldwide publishing deal with the Spirit Music Group. This led to an introduction with ZZ Top’s Billy Gibbons. The two of them collaborated on multiple different tracks including, “This Beard Came Here to Party” which was the anthem for the Nashville Predator’s 2017 Stanley Cup Playoffs. Tim followed up with writing on Kid Rock’s current single, “Tennessee Mountain Top” and “Greatest Show On Earth” as well as Mac McAnally’s current hit, “Amarula Sun.” 

In September 2017, Tim released his single, “Hillbilly Rich.” Rolling Stone called the song an, “an ode to fantasies about telling off your boss, making it rain, and having everything all at once.” Shortly after the song was released, Tim performed the single live on Fox & Friends.

To learn more about Tim Montana you can click here to visit his website.

The BIG Show to Feature Erik Qualman as Keynote Speaker

Gaylord Texan and Convention Center, Grapevine, TX

KEYSTONE AUTOMOTIVE OPERATIONS, Exeter, PA.  -  Keystone Automotive Operations is pleased to announce the addition of Erik Qualman as keynote speaker to the 2018 BIG Show lineup, Friday, February 23rd at 4:30 PM – 5:30 PM prior to show opening at 6:00 PM. “Our BIG show is bigger than ever this year and we wanted to add a Keynote Address as a new component to our program,” commented Fred Petrivelli, VP Sales for Keystone Automotive Operation. “We are always looking for ways to help our customers and believe that delivering thought provoking content and solutions that can expand the way they think about their business is important.”   He adds, “We are very grateful of Warn’s sponsorship of Erik Qualman and helping us provide an educational and entertaining jumpstart to our event,”

 

#1 Best Selling Author and Motivational Speaker Erik Qualman has performed in 49 countries and reached 25 million people this decade. His Socialnomics work has been on 60 Minutes to the Wall Street Journal and used by the National Guard to NASA. His book Digital Leader propelled him to be voted the 2nd Most Likeable Author in the World behind Harry Potter's J.K. Rowling.

What Happens in Vegas Stays on YouTube helped Qualman be listed by Forbes and Fortune as a Top 100 Digital Influencer. His business books are used in over 200 universities and he has received an honorary doctorate for his groundbreaking work.

His book How to Sell on LinkedIn is becoming mandatory reading for sales teams. Qualman was formerly a sitting professor at Harvard & MIT’s edX labs. “The digital age has brought an unprecedented focus on branding, especially social reputation. We feel Erik’s remarks will strike a chord with our customers as they look for new ways to connect with their consumers,” says Petrivelli.

For more information, attendees and suppliers should visit www.keystonebigshow.com or contact their Keystone representative.





Keystone is the leading distributor and marketer of aftermarket automotive products and services, uniquely positioned to offer customers and suppliers substantial scale, the most comprehensive inventory selection in the industry, high levels of customer service and innovative marketing support. Keystone is committed to expanding its offering to meet the ever-growing needs of its customer base, providing them what they need, when they need it most.

Holley and Keystone Automotive Operations team up to bring Bullitt Mustang to the BIG Show

Exeter, PA (February 2, 2018) The iconic 1968 Mustang fastback driven by Steve McQueen in the movie Bullitt (1968) will be on display during the Keystone BIG Show February 23-24, 2018 at the Gaylord Texan in Grapevine, TX. The Bullitt Mustang came out of hiding after 40 years of being one of the best kept secrets in automotive folklore.  It’s unveiling occurred at the North American International Auto Show this January in the Ford booth during the company’s announcement of a special edition 2019 Bullitt Mustang celebrating the 50th anniversary of the movie.

Sean Kiernan, the car’s owner, had this to say, “I’m really looking forward to showing Bullitt at the BIG Show. Being a Keystone cousin – I’m an LKQ employee – it’s fantastic that the timing of the event and the attention the car is getting are so well aligned. I think it will be awesome for our customers while creating a real buzz in Holley’s booth.”

Sean has said that his family kept the car a secret over the years with plans to eventually restore it as a father-son project. It was used as a daily driver after the Bob Kiernan (Sean’s father) purchased it in 1974 from an ad that ran in Road & Track Magazine. Auction estimates place the value of the vehicle between $4-5 million – comparable to other iconic cars like the Batmobile and James Bond’s original Aston Martin.

Two 1968 Mustang GT fastbacks were used in the award-winning film. One was sold to a private buyer and the other one, due to its condition after being thrashed around the streets of San Francisco, was destined for the salvage yard. “This original Bullitt Mustang is one of the most iconic vehicles of all time,” said Mark Gessler, president of the Historic Vehicle Association. “It’s one of the most important artifacts of the 21st century in terms of automotive history. It is a national cultural treasure.” (as quoted in USA Today).Bullitt Mustang

 “We are really excited to be bringing Bullitt to the BIG Show and it wouldn’t have been possible without the generous support of Holley. To give our customers the chance to see this very rare piece of American automobile heritage in person is thrilling,” said Bill Rogers, VP and General Manager for Keystone. “For most of our guests this will be a once in a lifetime opportunity and definitely worth the trip to Texas to see.”

The work of the Historic Vehicle Association with support from partners such as Ford Motor Company, Hagerty, Shell, Pennzoil, LKQ Corporation, American Fuel and Petrochemical manufacturers, and The NB Center for American Automotive Heritage have resulted in Bullitt being the 21st vehicle listed on the National Historic Vehicle Register.

To learn more about the Mustang Bullitt visit www.historicvehicle.org. Details about the BIG Show can be found at www.keystonebigshow.com.

 For additional information and videos click here: https://www.historicvehicle.org/documentary-films/

BIG Show Sponsored by WEATHER GUARD®

February 24, 2018 Gaylord Texan and Convention Center, Grapevine, TX

KEYSTONE AUTOMOTIVE OPERATIONS, Exeter, PA.

Keystone Automotive Operations is excited to announce the return of BIG Show sponsor, WEATHER GUARD® for the eighth consecutive year. “We’re ecstatic to return as the 2018 BIG Show title sponsor. It’s one of the most effective ways we have found to connect one-on-one with our customers” says Lenny Colasuonno, Senior Vice President of Sales. “We utilize the time at BIG Show to showcase new products, hear what is working, and learn how we can improve the products and services we provide to help our customers be even more successful selling WEATHER GUARD® products. The fact we get to do it while having a little fun is a bonus” he adds.

A highlight of the WEATHER GUARD® sponsorship will be a concert following the show opening on Friday February 23rd.  BIG Show guests are invited to kick up their heels with Tim Montana from 8:30 pm – 10 pm at the Glass Cactus. This up and coming band has been dubbed as one of Rolling Stone’s “Artists You Need to Know.”

The BIG show opens Friday, February 23, 2018 from 6 to 8 pm with a reception on the show floor followed by the WEATHER GUARD® concert. On Saturday, February 24 the exhibit hall will be open from 9 am to 6 pm and will feature more than 200 exhibitors with new products on display and the best deals of the year. The show concludes with a closing reception from 6 to 8 pm on Saturday at the Gaylord Texan Resort Hotel & Convention Center on in Grapevine, Texas.

Previously, Keystone held two (2) events annually, BIG Show East and BIG Show West. “This year, we’re combining our two events to create a BIGger, Better experience all under one roof. Our new one-show format will draw on the best elements of each event and be a destination for customers from all over the US and Canada to learn about new products while having the chance to capitalize on some of the best buying opportunities they will find anywhere,” remarked Fred Petrivelli, Keystone VP of Sales.  

For more information, attendees and suppliers should visit www.keystonebigshow.com or contact their Keystone representative.

Keystone is the leading distributor and marketer of aftermarket automotive products and services, uniquely positioned to offer customers and suppliers substantial scale, the most comprehensive inventory selection in the industry, high levels of customer service and innovative marketing support. Keystone is committed to expanding its offering to meet the ever-growing needs of its customer base, providing them what they need, when they need it most.

WEATHER GUARD® is an industry leader in truck and van equipment, including truck boxes, drawer units, shelving, cabinets, and racks for trucks, vans and utility vehicles. WEATHER GUARD® organizes trucks and vans for greater productivity and provides tools and valuables superior protection against break-ins and weather.

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