Estimated read time: 2 minutes and 16 seconds
“We are in the repeat and referral business. Hundred percent. We live it. We breathe it.”
— Larry Sherman, Niello Company, Jaguar Land Rover Sacramento
In our most recent Fixed Ops Roundtable, the conversation went deeper than service bays or monthly targets. Our panel — representing some of the country’s top dealerships — tackled a challenge that hits every dealership hard:
How do you keep customers coming back in today’s hyper-competitive market?
The answer echoed loud and clear:
Customer retention starts with the parts department.
Every sale matters, but repeat sales — whether through service, parts, or accessories — are the lifeblood of profitability. And parts? They are often the first defection point. Lose customers here, and you risk losing them forever.
Why parts matter more than ever
Today’s vehicle owners are keeping cars longer. DIY repairs are surging. And buyers expect easy, seamless ways to shop, including online.
The panel agreed that the industry benchmark for retention — 70% to 80% — is achievable, but only if you stay competitive and convenient.
Watch this 1-minute clip
“OEMs hit up to 80%, but what matters is knowing your number and improving it.”
— Kevin Dunmire, Tom Wood Automotive Group
That means understanding:
- When and why customers leave
- Where pricing and availability gaps send them elsewhere
- How everyday items like tires and brakes can make or break loyalty
“Brakes, tires — they drive retention. Lose them, and you lose the relationship.”
— Larry Sherman
The retention multiplier:
Unified teams and customer focus
Retention doesn’t just happen — it’s built.
Top dealers know it requires breaking down walls between parts and service.
Whether through shared pay plans or integrated goals, alignment drives better service and keeps customers in-house.
Watch this 1-minute clip
“It’s not parts vs service. We all win when the customer comes back.”
— Sean Parrott, Mercedes-Benz Van Center – Warner
“Pay becomes almost a nonissue when you put the right people in the right seats.”
— Kevin Dunmire
But even alignment and pricing aren’t enough anymore. If your parts aren’t available across the country and around the clock, you’re missing out on sales, and worse — loyal customers.
Why eCommerce is non-negotiable
Today’s customers expect convenience. They expect digital access.
And they expect to shop when and how they want.
That’s why eCommerce is no longer optional — it’s foundational for attracting and retaining customers.
Watch this 1-minute clip
“You can spend $20 million on a building and not $5-10k on parts eCommerce? That makes no sense.”
— Anthony Blubello, RevolutionParts
Selling parts online isn’t just about growing revenue.
It’s about meeting DIYers, long-term owners, and remote buyers where they are.
“People remember how you helped them — they’ll come back.”
— Kevin Dunmire
eCommerce turns your parts department into a 24/7 retention engine:
- DIYers trust you over anonymous online sellers.
- Repeat buyers bookmark your store.
- New buyers discover your dealership first.
“eCommerce completes the dealership experience.”
— Jensay Numa
Retention, revenue, and relevance—start selling online
In every way that matters, selling parts online strengthens your dealership’s hold on its customers.
It’s more than a revenue stream — it’s a retention strategy.
It’s more than modern — it’s expected.
And it’s easier to start than you think.
“You want to grow your business without spending a boatload of money? eCommerce is the way to go.”
— Anthony Blubello
RevolutionParts makes online selling simple, fast, and connected directly to your fixed ops goals.
