Demand for traditional antifreeze is still steadily flowing despite the increasing sophistication and efficiencies found in today’s cooling systems and radiator fluids.
By about a 10 to 1 margin compared to the newer formulations, “we still sell a lot of the old ‘green,’ believe it or not,” says Wayne Marsh, vice president of store operations at Brooks Auto Parts, Inc., based in Douglas, Ga. “We’re in a lot of rural markets where there’s trucks, tractors and farm equipment that still use it,” he explains.
“Every year sales of the newer antifreezes continue to grow,” says Marsh. Not only are people keeping their cars longer, but they’re taking better care of them. Topping off is prevalent among do-it-yourself customers, and Marsh points out the importance of making sure that the correct fluid is purchased.
“That’s where it’s critical that your counter people understand the category and sell the right product for the right car,” Marsh says. The company holds product knowledge meetings among the staff, they take online educational courses and avail themselves of training from NAPA.
It gets mighty cold during Minnesota’s long winters, which means antifreeze is a hot item at the Saint Cloud-based Automotive Parts Headquarters, Inc. “We see a surge in the fall and winter, but that isn’t to say we don’t see a spike in the summer,” notes Mike Lichtenberg, retail merchandising director.
Serving 107 jobber stores, some are company owned and some are independent, “75 percent of our business goes to the installer customer, so he’s doing the repairs and not topping off,” he says. Sales are on an upswing for both gallon-sized containers and 55-gallon drums.
Buying in such bulk makes good economic sense for a number of repairers. “The service dealer is trying to keep his shop costs competitive, so it certainly becomes an option for them to look at,” says Lichtenberg. Others prefer to purchase gallons by the case for ease of use on the shop floor and better inventory control. The smaller amounts also represent a more affordable amount of inventory dollars committed to the products.
Whether by drum or jug, however, “we try to get our service dealers to stock up” ahead of the heavy use spurts, he says. Seasonal price reductions are in play, and incentives ranging “from sandwiches to soda pop” are offered to technicians. Coupons for local fast food eateries are distributed or a case of carbonated beverages is brought by. “It’s something that the service tech can consume, and people like it,” according to Lichtenberg.
As the weather begins to turn hot or cold, radiator fluid advertizing is mailed to the surrounding marketing spheres along with placements in newspapers and shopper publications, and circulars are provided to walk-in customers.
“A large percentage of our antifreeze is still the green coolant,” he says, although sales are trending toward the newer formulations. “It’s based on the age of the vehicle out there.”
“It’s not unusual for a technician to be working on a vehicle with 250,000 to 300,000 miles on it,” concurs Dave Kimbell, marketing manager at Iowa’s Arnold Motor Supply, which as customers throughout five states. “It’s a relatively inexpensive product, so you’re seeing a lot of replacement on it,” he says.
Demand for traditional antifreeze is still steadily flowing despite the increasing sophistication and efficiencies found in today’s cooling systems and radiator fluids.
By about a 10 to 1 margin compared to the newer formulations, “we still sell a lot of the old ‘green,’ believe it or not,” says Wayne Marsh, vice president of store operations at Brooks Auto Parts, Inc., based in Douglas, Ga. “We’re in a lot of rural markets where there’s trucks, tractors and farm equipment that still use it,” he explains.
“Every year sales of the newer antifreezes continue to grow,” says Marsh. Not only are people keeping their cars longer, but they’re taking better care of them. Topping off is prevalent among do-it-yourself customers, and Marsh points out the importance of making sure that the correct fluid is purchased.
“That’s where it’s critical that your counter people understand the category and sell the right product for the right car,” Marsh says. The company holds product knowledge meetings among the staff, they take online educational courses and avail themselves of training from NAPA.
It gets mighty cold during Minnesota’s long winters, which means antifreeze is a hot item at the Saint Cloud-based Automotive Parts Headquarters, Inc. “We see a surge in the fall and winter, but that isn’t to say we don’t see a spike in the summer,” notes Mike Lichtenberg, retail merchandising director.
Serving 107 jobber stores, some are company owned and some are independent, “75 percent of our business goes to the installer customer, so he’s doing the repairs and not topping off,” he says. Sales are on an upswing for both gallon-sized containers and 55-gallon drums.
Buying in such bulk makes good economic sense for a number of repairers. “The service dealer is trying to keep his shop costs competitive, so it certainly becomes an option for them to look at,” says Lichtenberg. Others prefer to purchase gallons by the case for ease of use on the shop floor and better inventory control. The smaller amounts also represent a more affordable amount of inventory dollars committed to the products.
Whether by drum or jug, however, “we try to get our service dealers to stock up” ahead of the heavy use spurts, he says. Seasonal price reductions are in play, and incentives ranging “from sandwiches to soda pop” are offered to technicians. Coupons for local fast food eateries are distributed or a case of carbonated beverages is brought by. “It’s something that the service tech can consume, and people like it,” according to Lichtenberg.
As the weather begins to turn hot or cold, radiator fluid advertizing is mailed to the surrounding marketing spheres along with placements in newspapers and shopper publications, and circulars are provided to walk-in customers.
“A large percentage of our antifreeze is still the green coolant,” he says, although sales are trending toward the newer formulations. “It’s based on the age of the vehicle out there.”
“It’s not unusual for a technician to be working on a vehicle with 250,000 to 300,000 miles on it,” concurs Dave Kimbell, marketing manager at Iowa’s Arnold Motor Supply, which as customers throughout five states. “It’s a relatively inexpensive product, so you’re seeing a lot of replacement on it,” he says.
