NAPA Launches National 'Clicks and Mortar' Auto Parts Store
21 April 2000
NAPA Launches National 'Clicks and Mortar' Auto Parts Store
E-commerce is major step in NAPA's strategy
to improve the way Americans buy, accessorize and maintain their cars
ATLANTA, April 21 NAPA AUTO PARTS, the world's largest
auto parts network, has launched phase one of the industry's most extensive
"clicks and mortar" store, http://www.napaonline.com . This puts into motion the
organization's plan to combine its nationwide "bricks and mortar" presence
with the latest technology to enhance Americans' automotive aftermarket
experience.
"NAPA's depth is unmatched, with the world's largest ready-to-ship
aftermarket parts, accessories, tools and equipment availability, more than
6,000 NAPA AUTO PARTS stores and nearly 10,000 NAPA AutoCare Centers
nationwide," said Steve Handschuh, NAPA president. "The addition of
e-commerce capabilities positions NAPA as a one-stop shopping site for all car
ownership needs. Consumers will eventually be able to park their cars on the
Web, as NAPAonline builds its offerings to include auto sales, insurance and
other automotive services, such as maintenance records and service
scheduling."
The Internet strategy will enable NAPA to enhance customer service and to
capitalize on increased sales in both the business-to-business and the
business-to-consumer markets, according to Handschuh.
"In keeping with consumer demand and 21st century commerce, NAPA is in a
unique market position," Handschuh explained. "Consumers can shop with us 24
hours a day, seven days a week and depend on fast delivery, while relying on
their local NAPA stores for immediate shopping needs, expert advice and
product returns. These strengths -- combined with our extensive retail store
and repair center network, our reputation for quality, and our outstanding
inventory and distribution system -- give us a definite advantage in the e-
commerce auto parts business."
The site allows visitors to customize search information specific to their
car's make and model. If site visitors are planning a do-it-yourself car
project, NAPAonline will help produce a list of the parts and supplies needed.
Visitors can then order the merchandise online or take the shopping list to
the nearest NAPA store for purchase.
A locator function on the site helps customers find NAPA AUTO PARTS
stores, NAPA AutoCare Centers and Collision Centers near them. Visitors also
can take advantage of special product offers, automotive advice and NASCAR
information.
"The opening of this virtual store complements and enhances NAPA's current
retail operations," Handschuh explained. "In addition to generating Internet
sales, the site will drive traffic to NAPA AUTO PARTS stores for help and
advice, and for products like batteries, oil and chemicals that cannot be
shipped. NAPAonline really leverages and expands the NAPA brand's reputation
for the highest quality parts and the most knowledgeable people.
"We're relying on 75 years of experience to reach out to a new generation
of customers by combining the ease of online shopping with the convenience of
neighborhood NAPA AUTO PARTS stores," Handschuh said. "This investment in
e-commerce positions us to gain an even greater share of the market, as we
meet consumers' needs and put the fun back in car ownership. Our site
content, future promotions and planned community relations activities will
incorporate entertainment and educational components and remove some of the
hassle of car ownership."
To help customers with their online shopping, NAPA established a fully-
staffed customer service center available via e-mail or a toll-free number.
Other service features include overnight delivery on many products and the
option for product returns to be made at participating NAPA AUTO PARTS stores
or by UPS.