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When survey respondents were asked to rate how satisfied they were by their experiences at various auto parts retailers, CARQUEST came out on top, followed by NAPA, O’Reilly, Advance Auto Parts, AutoZone and Pep Boys.
To gauge if high satisfaction levels drive consumer recommendations, Market Force asked respondents how likely they were to recommend these stores to others. CARQUEST was again a clear favorite, pointing to a correlation between customer satisfaction and willingness to recommend. In fact, 63 percent of consumers said their chances of recommending CARQUEST were a 5 on a scale of 1 to 5. NAPA ranked second with 56 percent, O’Reilly was third with 52 percent, Advance Auto Parts was fourth with 49 percent, AutoZone was fifth with 49 percent and Pep Boys ranked last out of the top retailers studied with 41 percent.
Generally speaking, most customers were satisfied with their auto parts-shopping experiences. In fact, 86 percent said a sales associated assisted them, and most said they were satisfied with the help they received. Those who weren’t satisfied pointed to high prices, long wait times at the register and difficulty finding items in the store as their top three complaints.
“We’ve discovered that customers who are delighted by their auto parts-buying experience are more than three times as likely to recommend the store to others,” says Janet Eden-Harris, chief marketing officer for Market Force. “With positive customer experiences directly driving recommendations and revenues, it’s imperative for retailers to provide operational excellence across the board – from their staff’s knowledge level to speedy checkout lines – in order to maintain current customers and gain new ones.”
What sets CARQUEST apart?
What factors make CARQUEST a favorite among auto parts shoppers? The company’s sales effectiveness is a major one. Among the six brands studied, respondents gave CARQUEST’s sales team the highest marks for making good recommendations, understanding customer needs and general knowledge.
CARQUEST also stood apart from the pack in areas such as cashier friendliness, checkout speed, merchandise selection and overall value. O’Reilly snagged the second spot in every category except checkout speed. On the opposite end of the spectrum, Pep Boys ranked last in all six categories, receiving the lowest marks for store atmosphere.
Loyalty is a big driver
The survey also revealed fierce customer loyalty in the auto parts industry. In fact, 78 percent said they were likely or very likely to drive past a competitive store to shop at their preferred auto parts retailer. Not surprisingly, most (54 percent) said they would drive past a competitor to shop at CARQUEST, followed by O’Reilly (42 percent), NAPA (41 percent), Advance Auto Parts (41 percent) , AutoZone (40 percent) and Pep Boys (26 percent).
“It was unexpected to find a higher sense of loyalty in the auto parts industry than in other industries we’ve studied,” says Eden-Harris. “This could be due, at least in part, to the fact that these are high-touch sales and auto parts salespeople play a huge role in guiding purchases. Customer who have established relationships with sales associate and trust their expertise are more likely to make return visits.”
Most price-compare before buying
To ensure they’re getting the best deal possible, many consumers are researching their auto parts purchases before they head to the store. Market Force’s study found that two-thirds of shoppers compared prices ahead of time, and half checked prices at two or more locations. And, when they got to the store, most (54 percent) found what they needed on the shelf, and 24 percent were able to get the part from the stock room. Only 5 percent said they had to special order a part.
Survey Demographics
The survey was conducted in June 2012 across the United States and Canada. The pool of 4,460 respondents reflected a broad spectrum of income levels, with approximately two-thirds reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 19 to over 65. Approximately 43 percent were men and 57 percent were women, and 77 percent reported working full or part time. Half of the respondents have children at home and more than two-thirds are married.
For more information, visit www.marketforce.com.
