Advance Auto Parts Touts Holiday Offers

To attract seasonal business, Advance Auto Parts positioned its holiday circular (with prices effective Nov. 26 through Dec. 30) as a "gift guide." The eight-page flier featured "great tool offers" on Danaher Tool Group's GearWrench, ATC Logistics & Electronics' Autocraft, SPX Corp.'s Actron and Mechanix Wear products. Electronics such as GPS systems, radar detectors and stereo equipment were presented as "must-have accessories," while other products were offered at price points under $5, $10 and $20. To further the campaign, Advance Auto Parts issued a press release in December with a list of "top 10" tips for winterizing vehicles and driving in unsafe weather conditions using products available in stores.Other Promotional ActivityAdvance launched an enhanced website in October that offers online shopping for approximately 100,000 SKUs. The site also contains a store locator, as well as articles, videos, and podcasts in an "Advance Know-How" section.Elsewhere, the retailer in October began operating a 24-hour, telephone-based "Customer Care Center" to answer questions about online/phone ordering, stores, warranties, returns and other shopper inquiries.SponsorshipsThe chain in December signed a multi-year deal to become title sponsor of Feld Entertainment's Monster Jam motorsports event tour and corresponding TV series. Advance Auto Parts has been the "Official Auto Parts Retailer" of all Monster Jam events in the U.S. since 2004.The retailer will also serve as primary sponsor of a new truck driven by Lupe Soza, the 2004 Monster Jam World Finals freestyle champion. Advance was an associate sponsor of Soza's previous vehicle."Monster Jam's tour footprint aligns very well with Advance's retail footprint across the nation," said Greg Johnson, the chain's chief marketing officer and senior vice president-general manager, DIY.In related news, Advance announced in October that its partnership with National Hot Rod Association Funny Car driver Cruz Pedregon would end Dec. 31.Key ExecutivesIn November, the company named David Nitzel to the new position of vice president, commercial operations excellence. He previously was division president of operations at package delivery company Velocity Express.In October, Walter Scott was named to the new position of vice president, e-commerce-commercial. Scott had been vp-marketing and e-commerce at office products company Corporate Express, a Staples subsidiary.Store GrowthAdvance Auto Parts, Roanoke, VA, operates 3,408 stores, including 151 Autopart International locations, in 39 states. During the third quarter, the chain opened 15 Advance stores and nine Autopart International sites while closing 13 doors overall.

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