Keystone News

Keystone Automotive Operations has welcomed GRID Off Road, Plombco, Revolution Supply, HUF North America, Intellitronix and JW Speaker to its selection of inventory.

Keystone said in a news release that they are pleased to cultivate such promising partnerships in an effort to continuously provide customers with access to the latest in brand and product innovation.

“As the leading and largest wholesale distributor in the automotive aftermarket, one of our primary goals is supplier and customer support. Our team remains committed to helping both parties expand their businesses so that, collectively, we all push the aftermarket forward,” said Larry Montante, VP of category management. “We’re excited about these new partnerships, which are highly reputable additions to our existing line card.” 

Keystone reportedly has more than 165,000 unique stocking SKUs and will continue to expand its footprint to meet the ever-growing needs of its customer base.

Keystone, a distributor and marketer of automotive parts, announced the addition of GReddy Performance brands to its line card and the sponsorship of GReddy Racing’s Ken Gushi in Formula Drift.

Keystone Automotive Operations, Inc., a wholesale distributor and marketer of specialty automotive equipment in North America, announced the sponsorship of GReddy Racing’s Ken Gushi in Formula Drift.

Keystone now also offers GReddy Performance as one of the sport compact brands available to its customers.

“GReddy is well-respected in the segment, and we’re pleased to offer them through our vast distribution system,” said Ahad Mirza, Category Manager of Sport Compact at Keystone. “We’re passionate about supporting Team GReddy as an associate sponsor and excited to partner in the quest for a Formula Drift Pro Championship.”

The 2017 Formula Drift Pro Championship took place on the streets of Long Beach, California last weekend.

Recent Articles

Keystone Automotive Launches Exclusive Interactive Garage Integration
Keystone Automotive Operations, distributor and marketer of automotive aftermarket products and services, has now exclusively integrated Interactive Garage, a virtual custom vehicle build visualizer, into its dealer transactional portal, eKeystone.com.

This new tool allows Trial and Premium subscribers to the eKeystone.com platform a visual sales tool to demonstrate to their customers exactly how their selected parts and accessories will appear on their vehicles prior to purchase and installation.

“It is important to us that we continue to develop enhancements to the eKeystone user experience for our jobbers while providing them with tools designed to assist the sales process and help them grow their businesses,” says Keystone vice president, category management, Larry Montante. “We believe that high-quality services such as Keystone Interactive Garage add significant value to our eKeystone Premium users with an easy-to-use tool that their customers will appreciate.”

Accessed via eKeystone.com, the Keystone Interactive Garage features 38 base vehicles sorted by year make and model, along with their corresponding color options and at launch, features more than 10,000 individual part variations from nearly 90 participating suppliers. Customized builds can be provided to in-store customers as a printout while the parts themselves can be added to the eKeystone cart with a single click.

“We developed Interactive Garage to be the perfect complimentary sales tool for jobbers, dealerships, and accessory manufacturers to provide the best user experience for the ultimate customer: the end consumer,” states Interactive Garage CEO and founder, Ryan Hagel. “Teaming up with Keystone provides our platform significant access into the marketplace that will aid in the acceleration of aftermarket product sales through visual vehicle personalization for users across the U.S. and Canada.”

This addition to the platform is now available and included with eKeystone Premium subscriptions. A customized version is also offered that delivers jobbers the ability to manage their retail pricing, customize the look and feel of the user interface, and incorporate the tool into their own websites.

“We’re receiving a tremendous response to Keystone Interactive Garage from our jobbers as well as our supplier partners,” added Montante. “With new parts being added daily, we will continue to expand the product offerings and with it, the variety of custom build options.”

2019 SEMA Show attendees will have the opportunity to learn more about the Keystone Interactive Garage when they visit the Keystone Booth #21249, while those who will not be attending the show are encouraged to speak to their Keystone representative for more information or visit: http://wwwsc.ekeystone.com/KIG.
Cap-it International partners with Keystone Automotive

EXETER, PA (September 10, 2019) - Today, Andrew Funk, President of Cap-it International, announces a partnership with Keystone Automotive Operations, Inc. as a Designated Supplier of Automotive parts and accessories to its 29 Cap-it Genuine Truckware locations across Canada and the United States.

Previously, Cap-it locations were serviced by Western Warehouse, a Wholesale Distributor of light truck accessories based in Western Canada owned by the Funk family.

“Since our beginning in 1977, Cap-it has been focused on providing an exceptional retail experience to our customers with a selection of light truck, adventure, and power sports accessories that is second to none. We believe this partnership will allow us to accelerate our efforts expanding the Cap-it Brand across North America. With Keystone’s exceptional service and inventory, they are the perfect partner to allow us to focus on growth while at the same time ensuring our franchisees and customers receive the best service possible.”

“We are excited to partner with the Cap-it team. Our mission and values match up nicely with theirs. Hank and Andrew have built an impressive business model focused on providing the best possible customer experience.” said Bill Rogers, President of Keystone Automotive Operations, “We have been servicing the Cap-it locations for many years and we are excited about the opportunity to significantly expand the partnership and enable their growth plans.”

Since 1990, Cap-it® Genuine TruckwareTM has established itself as a world-class retailer of quality truck accessories and camping products. Because Life’s an Adventure®, Cap-it’s 29 stores across North America provide customers and their vehicles lifestyle solutions for both work and recreation.

About Keystone Automotive Operations:

Keystone Automotive Operations is the leading distributor and marketer of automotive aftermarket 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 offerings to meet the ever-growing needs of its customer base, providing them what they need, when they need it most.

Are You Tripping Up Your Customers on Their Path to Purchase?

It is no secret that a consumer’s journey to making a purchase is convoluted. The advent of online shopping, social networking and the availability of more information than ever before has created better informed and somewhat hard to predict buyers. In an October 2016 Thinking with Google article—titled 7 ways to win consumers on their path to purchase—the author states that the path to purchase is rarely linear and more akin to a scavenger hunt. To be successful today, a business must find ways to make sure they are found and captured in that hunt.

To get into the game you have to be ready to play and there are hundreds of books, articles, blog entries and white papers that provide insight into content, page design, search engine optimization, customer engagement, advertising and transaction management strategies that can help lay a foundation for your ecommerce initiatives. Not getting these things right will definitely hamper your success rate.

Oddly enough, however, those fundamentals are not what trips up consumers when they are making purchases online. Steven Noble, a senior analyst at Forrester Research, stated that a consumer passes through four lifecycle phases on their path to purchase: Discover, Explore, Buy and Engage. Historically, online and instore experiences—Discover and Explore—are positive and helpful in steering consumers to a buying decision.

It is at the Buy phase that eCommerce and instore purchases stall. In-store a consumer may fail to pull the trigger on a purchase because of price, experience with sales person, product availability and host of other reasons. Online that failure to commit is recorded as an abandoned cart and it is a significant problem for ecommerce stores. In his January 2019 article on Barilliance.com, Stephan Serrano states that the average online store loses over 75 percent of their sales to cart abandonment.

Why are we able to get them to the gate but trip them up at the finish?

The reasons are plenty but center on transparency. Research by Statista and Baymard cite shipping and other unexpected costs along with the need to set up a user account as the primary motivators for not completing transactions. In the Barymard study of 1,799 U.S. adults in 2017, 60 percent of the respondents said they abandoned a cart because the extra costs associated with shipping, tax and fees were too high.

Imagine if you could claw back some of that 60 percent, not to mention the other 22 percent we leave at the alter because we want them to set up user accounts. Seamless, painless and easy to execute transactions can close more business. Buy-as-a-guest is a popular solution and offering free shipping can certainly help. However, tight profit margins can make free shipping services unaffordable for some businesses.

Keystone Automotive’s Parts Via sales network provides an innovative solution that tackles these issues head on. Parts Via connects brick and mortar retailers to supplier sites and the consumers looking to buy online. A simple Buy Now button inserted on the supplier’s site allows the consumer to purchase at the peak of their exploration process and choose to have their product shipped-to-home or shipped-to-store. Whatever shipping option is selected the retailer and the supplier benefit from the transaction.

The simplicity of the transaction process—no user account required—keeps consumers engaged and the free shipping, ship-to-store option delivers two distinct benefits. It gives the consumer what they are looking for (free shipping) and it provides traffic to the brick and mortar business allowing them to add to the original purchase and offer installation and other services. The Parts Via Network currently supports multiple supplier partners and 2,000-plus dealer members and many additional partners and dealers are coming online daily.

Keystone recently previewed its new consumer website partsvia.com during its annual BIG show in Dallas, as part of the program’s Phase II rollout. The site will complement the Buy Now functionality on supplier sites and have the added benefit of hosting all the Parts Via supplier’s products in one location. The new site will include a robust parts look-up tool, fresh content and ship-to-store and ship-to-home options. A new appointment scheduling feature, allowing Parts Via dealers to promote available installation times, will be added soon.

Keystone has also launched its Parts Via Amazon Marketplace store. This storefront will sell products under the Parts Via banner and generate similar benefits for the member Network Dealers, where every transaction, a portion of the sale is shared with a Parts Via Network Dealer. The storefront’s current 2,661 SKUS are made up of high-volume MAP brands that help maintain margins throughout the supply chain.

A new loyalty program is also available to Parts Via network members. The new loyalty program employs a tiered approach to participation that makes getting involved easy and scalable for future growth regardless of a business’s size, focus or markets served. As a Parts Via Network Dealer’s participation and engagement with Keystone grows so to do the benefits of being in the Parts Via Loyalty Program.

 

Keystone Automotive Announces 2019 RAM Project: The TerraRAM

Exeter, PA – Keystone Automotive Operations announced during its BIG Show at the Gaylord Texan in Grapevine, TX, plans to build a customized 2019 RAM 1500 show vehicle – the TerraRAM.  Modeled to be the Ultimate Overland Adventure Vehicle, the TerraRam will be a fully self-contained, on- and off-road explorer that combines rugged good looks with the latest technology and performance improvement products available in the aftermarket.

 

“We wanted this project to be a collaborative one where we have a chance to showcase the products and brands going into the build along with our customers that will be instrumental in putting the whole thing together,” says Larry Montante, VP of Category Management. Playing off the BIG Show theme, “The Ultimate Road Trip”, TerraRAM will be taken on a year-long odyssey that will feature Keystone customers contributing to the build along the way. Larry adds, “We think it will be a terrific way to build a community around the project and shine a bright light on the suppliers and installers that help make it happen.”

 

Shrouded under a cover on the exhibit hall floor during BIG Show, the TerraRAM drew a lot of attention and questions from attendees and exhibitors. “The show is a great platform to create some excitement for the project. We have a clear vision about the features we want to build into the truck and look forward to flushing out the finer details over the next 30 days as we sift through the proposals we received from suppliers that want to be part of the project,” says Larry. “Suffice it to say, the TerraRAM will embody the spirit of travel wherever the road leads.”

 

Plans for the TerraRAM include featuring the latest in solar and satellite technology to improve off-grid connectivity. Additionally, extensive suspension improvements, exterior and interior upgrades, performance enhancements and a few surprises from Keystone’s RV supplier partners will help make the vehicle a home on the road. The company’s goal is to deliver a comfortable, self-sustained earth traveler that can thrive in the most remote locations and harshest conditions. 

 

The truck will be equipped for boondocking, rock-hopping and interstate travel (but only as a last resort) and have an extensive array of technology and performance products provided by the distributor’s supplier partners. “Through terraRAM we hope to illustrate the value aftermarket products have in helping enthusiasts realize their vision for how they want their vehicles to look and be used,” commented Harneet Kaur, Directory of Marketing at Keystone.

 

According to Kaur, this TerraRAM is more than a typical truck build project. “While our intention is to create a vehicle capable of far reaching journeys, we also intend to follow the journey that makes it capable,” she says.  By documenting the build and following the vehicle across the country as it goes from stock to the TerraRAM, the company hopes the product and installer profiles they produce and promote on social media and other select media outlets, creates awareness and interest for the sponsors’ products and the vehicle itself.

 

Keystone invites the industry and enthusiasts everywhere to take part in the TerraRAM’s journey in 2019 by following the project on Keystone Social Media Channels, TheEngineBlock.com and selected media outlets.  

 

Keystone is the leading distributor and marketer of automotive aftermarket 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 offerings to meet the ever-growing needs of its customer base, providing them what they need, when they need it.


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