Keystone News

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.

 

Recent Articles

NTP-STAG Awarded 2021 RVIA Distributor of the Year

NTP-STAG was honored to be recognized as Distributor of the Year at the recent 2021 RV Aftermarket Conference in Atlanta, Ga.

Celebrating the 50th anniversary of the Conference, the RV Aftermarket Awards presentation was hosted by Bob Brammer of Stromberg Carlson and John Hawkins of BAL as the industry came together to recognize the top aftermarket individuals, suppliers, distributors, and products.

Click here to learn more about the 2021 RV Aftermarket conference and this year’s RV Aftermarket Award recipients.

Jon White and John Spaulding of NTP-STAG accept the RVIA Distributor of the Year Award

Larry Montante - 2021 SEMA Board of Directors Candidate
Larry Montante - 2021 SEMA Board of Directors Candidate

Larry Montante - 2021 SEMA Board of Directors Candidate


Keystone Automotive Operations is proud to announce that after a rigorous vetting process, our very own Larry Montante is a Candidate on the ballot for the 2021 SEMA Board of Directors.

For more than 37 years, Larry Montante has been instrumental in the success of Keystone Automotive Operations. Launching his career in the warehouse then on to roles in Retail, Sales, Purchasing, and Marketing, Larry has risen through the ranks to his current position as Vice President of Category Management. Throughout his time with Keystone, Larry has fostered important relationships with the automotive retail community along with the manufacturers that supply products to the industry.

Now, at a time when the automotive aftermarket is facing some of its most unique challenges, Larry has decided to parlay his lifetime of experience into a role where he can be a strong, positive influence on the industry as he vies for a seat on the Specialty Equipment Market Association (SEMA) Board of Directors. Having been chosen as a candidate for the position, Larry’s campaign emphasizes his years of experience in multiple leadership roles along with his genuine understanding of the needs of retailers, suppliers, and consumers in this rapidly evolving marketplace.

As he looks to make an impact on the future of the industry, Larry’s knowledge, passion and energy make him an idea individual to join the SEMA Board while they work to protect our industry and continue to inspire and educate future automotive enthusiasts. There is much work to be done and Keystone Automotive Operations is proud that one of our own, Larry Montante is ready to roll up his sleeves and do what it takes to get the job done.

To learn more about Larry Montante and his SEMA Candidacy, please visit: Larry4SEMA.com and follow him on Facebook for updates https://www.facebook.com/Larry4SEMA

Keystone Automotive Operations and Elby Bikes join forces to distribute Electric Bikes across North America

 

August 1, 2020

Elby Mobility has entered into an exclusive distribution agreement with Keystone Automotive Operations covering the entire U.S. and various parts of other countries. Elby Bikes created its first e-bike with an industry-leading hydroformed step-through frame design and continues to innovate in the e-mobility market.

"With the growth in the e-bike market over the past few years, businesses like ours need to secure, strategic partnership programs with a company like Keystone, that deliver products to market more efficiently and quickly," said Frank Stronach, owner of Elby Bikes and founder of automotive products manufacturer, Magna International. "Our strengths have always been creating and designing high quality industry-leading products and bringing them from concept to reality. We are also excited to show what we have for 2021, and we feel Keystone is the best partner to launch with"

Elby Mobility evaluated several options before landing on Keystone. "I have been a pioneer in the automotive aftermarket for decades and we feel that Keystone is the perfect fit for the growth of Elby Mobility. Under our new leadership team, we are excited to support the distribution and B2B platform once again."

"We are very happy to partner with Elby Mobility in this rapidly growing space." Said Andy Morgan, category director for Keystone Automotive Operations. "Elby’s ebikes are extremely high quality, use top notch components and are consistent with the quality we expect. The product is very well designed, operates impeccably and most of all are fun to ride! We are excited to serve a new dealer base as well as offering them to our existing customers."

Elby Bikes

About Elby Mobility

Founded in 2019, Elby Mobility is pioneering a revolution in the way we move through our communities and cities. Elby Mobility’s ebikes provide empowering alternatives to move people through their communities with ease. By providing a scalable, leading-edge solution, we strive to relieve the pain points of transportation and build value for businesses. At the same time, we know our electric-powered solutions are contributing toward a sustainable future, reduced congestion, a cleaner environment, and higher quality of life for everyone.

Elby Mobility sells directly to consumers but is also a leading provider of ebike fleets to hospitality properties, corporate and collegiate campuses, high-density residential communities, and municipal governments. These fleets provide organizations with new opportunities for revenue generation, improved customer engagement and loyalty, and methods to advance corporate sustainability initiatives.

Elby is welcoming, aspirational, connected, and built to carry us all into a better future. Most of all, they’re incredibly fun to use. Elby. Feel Electric.

For more information on Elby Mobility, please visit https://www.elbybike.com

COVID-19: How we are responding, a message from our President

 

 

To our trusted suppliers and customers:

The unprecedented effects of COVID-19 (coronavirus) are having a tremendous impact on our lives and businesses. The health, safety and wellbeing of our employees, customers and suppliers is our primary concern and we are continuing to take actions to mitigate the risks across all our facilities based upon guidance provided by the U.S. Center for Disease Control (CDC), the World Health Organization (WHO), the Occupational Safety & Health Administration (OSHA) and other public health authorities and resources. We continue to expect that all employees and drivers remain vigilant in maintaining proper hygiene habits in addition to social distancing.

Our practices have been enhanced to include more frequent, regular cleaning and disinfecting of delivery vehicle surfaces such as interiors and steering wheels, remote controls on lifts, doorknobs and other areas of the vehicles that are frequently touched. We have modified travel and in-person meeting policies appropriately and expect our employees to stay home if they show symptoms or feel sick. We have instituted rigorous cleaning and sanitation practices throughout all our warehouses, vehicles, offices and facilities. Where possible, employees have been transitioned to work at home while we have established strict distancing guidelines for associates working in any of our operating facilities.

We actively monitor the fluid developments of this situation as we continue to serve our customers and support the interests of our suppliers. Many of our customers and suppliers are small and medium-sized, independent essential businesses and as a vital component of the supply chain, we are doing everything we can to service them and the communities and consumers they serve.  In the furtherance of this objective, we continue to receive and process orders and maintain deliveries where there is demand and not limited by government restrictions.

We understand the economic realities of this unprecedented situation with their impact on our industry and believe that in staying the course, we can take steps to mitigate the disruption to our business partners.  We are confident that this challenge will pass, and we will move forward together.

We wish you safety and health and thank you for your support.

Thank you,
Bill Rogers

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