Pep Boys eCommerce and Customer Loyalty
Quick View
- Developed new retail-oriented homepage & website
- Implemented successful service booking system
- Doubled parts page views and cut abandonment rate by 75%
Background
Pep Boys is a fantastic brand with deep roots in the American automotive industry. Everyone knows Manny, Mo and Jack. As the oldest provider of tires and parts to the nation and the only provider of service, tires, parts and retail merchandise all in one location, the Pep Boys have helped define the auto parts and service industry.
The Need
Like so many iconic brands, the move to digital marketing and leveraging digital channels to drive untapped revenue was a new challenge. Going for them was a visionary leadership who understood the potential of online channels, and their partnership with us.
How We Helped
Retail Home Page
We worked with Pep Boys to develop a comprehensive product roadmap that began with a systematic redesign of pepboys.com beginning with a new home page that for the first time in Pep Boys history featured dynamic promotions and offers aligned with the retail business. Key to success was the new web site, aligned around retail, promotions, and customer loyalty. In the first year, promotions and offers on the new home page began generating significant revenue and store traffic.
Parts Catalog Redesign
Next step was an overhaul of the online parts catalog. A large revenue stream for Pep Boys, the parts business is integral to ongoing success, and online search for parts by do-it-yourself consumers is exploding. We spent 4 weeks in work sessions with parts category managers and Pep Boys marketing team members to develop a far more user-friendly search and browse experience. As a part of the upgraded experience, we mapped the 150 most popular search terms to a type-ahead search box in the header. For the first time, visitors to PepBoys.com could search for “oil filters” and actually find oil filters available at their local Pep Boys as well as articles on how to change your oil filter. In the first 4 weeks of the launch of the new parts catalog, page views and time spent on pages more than doubled, and abandonment from the Search for Parts page of the website dropped by 75%.
Online Appointment Scheduling and Service Records
Service is the largest driver of revenue for Pep Boys and is their key differentiator in the automotive market. The ability to schedule appointments online and then close the communication loop by allowing customers to return to the web site was the first of its kind in the industry. Any Pep Boys customer who has service performed at their local shop has immediate access to their service record online through their PepBoys.com Glovebox. Knowing customers’ vehicle information and history allows us to message to them when they are in need of routine maintenance and to remind them to have any declined services done the next time they come in.
Since launch, online scheduling has been responsible for increased first-time customer traffic to service locations. In addition, customers who book and appointment online spend, on average, 100% more than walk in customers.
As Pep Boys long-term partner in marketing and customer acquisition, GDD Interactive has helped drive a significant amount of incremental revenue and opened up a world of opportunity in the online business for a brand known and loved by millions of car enthusiasts and everyday drivers in need of great service and well priced parts that fit their car.
I have a PepBoys Reward card but don’t know how or where to register … Please tell me how to do that Thanks
Hi William,
If you don’t have a glovebox account on Pepboys.com you can sign up for one here:
https://www.pepboys.com/glovebox/registration/
During the signup process, you’ll be able to provide your rewards card information to tie it to your glovebox account.