Uni-Scoop Winter 2013

Winter 2013

The Uni-Select business magazine

A New

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Uni-Select embraces the challenge of change

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contents

WINTER 2013

The Uni-Select business magazine

Director’s Comment 4

Member Profile Jerry’s Auto Supply Gets

News Building the Network, Uni-Select’s new RDC

9

Personal with Diverse Customer Base

6

26

Internet Report

Spectra Premium Fuel Pump Category

How the Internet, Social Media are

Profile

Changing Your Customer Relationships

Brent Windom, President

30

Products 34

12

and COO with Uni-Select

NHRA Update Another Exciting Racing Year for Uni-Select, NHRA

16

Market Report The Telematics Revolution

20

Promises Opportunities

9 6

20 12

Editor Andrew Brooks ahbrooks@rogers.com

Contributing Editors Mary Olson Marketing Manager Store Banner Programs (770) 701-5025 molson@uniselect.com Publisher Jim Petsis (416) 510-6842 jpetsis@uniscoopmag.com

26 Art Director Ellie Robinson (416)442-5600 ext 3590 erobinson@bizinfogroup.ca

Vice-President Canadian Publishing Alex Papanou President Business Information Group Bruce Creighton

Production Manager Kimberly Collins (416) 510-6779 kcollins@bizinfogroup.com Cover images: ©iStockphoto/Thinkstock

Uni-Scoop is published by BIG Magazines LP, a division of Glacier BIG Holdings Company Ltd., a leading Canadian information company with interest in daily and community newspapers and business-to-business information services. Business Information Group is located at 80 Valleybrook Drive, Toronto, Ontario, M3B 2S9

For any questions or comments, please contact your Uni-Select representative.

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Director’s Comment

A new look for Uni-Select USA These are exciting times for Uni-Select USA, and we want to tell you all about it. Following more than a decade of incredible growth, we’re now transforming our processes, strategies, programs, network and culture to make the most of what we’ve achieved to date. Whether you’re a member of our Uni-Select team, one of the 2,500 key independent auto parts stores who come to these pages for the inside edge, an investor, a manufacturer supply partner or an installer, we want Uni-Scoop to be your source for insight, news and information about everything that’s happening in our world and yours.

You might say we’re bringing a new focus to Uni-Scoop. But “focus” sounds as if we’re narrowing the scope of coverage. And the opposite is the case. Of course you’ll still read about what’s new and upcoming with our banner programs, insights and tips to help you succeed and grow, our NHRA sponsorship, where we are with our network optimization strategy, and naturally all the other momentous changes happening at Uni-Select USA. We’ll be telling you about our new branding strategy for Auto Plus and Auto Service Plus as we move into 2014 too.

But political and economic developments at the national and global levels impact our organizations as much as their direct business relationships. So you can expect to see more “big picture” analysis of important, relevant events and trends outside the four walls.

This all reflects the importance that Brent Windom, President and COO, US Automotive Group, places on regular, effective communication within our organizations and outwards to key stakeholders and partners as he shepherds the company through the current changes. In this issue, you can read more about Brent’s vision for the company and the culture shift he believes will bring greater success in the years ahead. Brent will be in regular touch through Uni-Scoop from here on in.

I believe that successful action has to be based on sound, timely knowledge. We’re delighted to be able to offer that in the pages of Uni-Scoop.

Best regards,

Mike Buzzard Senior Director of Marketing and Technology Uni-Select USA

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News

Building the network

by Andrew Brooks

Uni-Select USA’s new RDC takes network optimization to the next level

U

ni-Select USA as it stands today is the result of a process of growth by acquisition that has left the company larger and stronger than ever. But this transformation has brought its share of challenges. One has been to optimize a network of distribution centers that grew by acquisition rather than by design.

“When you grow through acquisition, at the end of the day the pieces don’t always go together in the optimal fashion,” says John Evanoka, Vice President of Network Optimization, Uni-Select USA.“You’re going to have overlaps, gaps, duplication, incompatibilities, and you won’t necessarily have the right inventory in the right place, within the right distance of a critical mass of customers.”

That was the situation the company faced with the distribution centers serving the Eastern seaboard region in and around the nation’s capital. One DC in Roanoke, Virginia actually spent much of its time serving customers on the Atlantic coast, even though it’s 150

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miles inland. Another DC in Moorestown, New Jersey was working at well over its designed capacity. A third in Hyattsville, Maryland, just northeast of the center of Washington, DC, was also part of the network. About two years ago senior management decided that a new Regional Distribution Center (RDC) was needed.

It took time to find the facility because, as Evanoka puts it, “we had to get the right building at the right size, in the right place and at the right price. We weren’t going to settle for something less than the best solution.”

But the team found what it was looking for; a newly built 77,000-square-foot warehouse building in Upper Marl-

News

The incorporation of a mezzanine level is a new design feature for Uni-Select RDCs

The resin decking increases light levels, blocks sound and debris, and is safer than conventional decking

boro, Maryland, about eight miles southeast of central Washington, DC. Before Uni-Select could move in, however, about $1 million of work had to be completed, as the building had never previously had a tenant and lacked many basics, such as office space and washrooms.

Noteworthy features include ultra-efficient T5 fluorescent lighting. Besides being highly energy-efficient, the lights are on a motion sensor system and automatically switch off in inactive areas. The facility also makes extensive use of smart conveyors.“The overall layout of the feedaisles, shelving and conveyor system has been done in a fashion we believe will bring us the best efficiencies and

the highest line items per hour possible,” Evanoka says.

The new RDC has a mezzanine level that is a new design for Uni-Select. Most warehouses build the upper flooring with bar grating, which consists of a heavy, tightspaced steel mesh. As the surface is not smooth, workers have to walk and operate wheeled devices with extra caution; heavy pallets can be difficult to move. The RDC planners opted instead for “resin deck,” essentially a smooth plywood surface with a hard, light-colored resin surface that is much easier to work on and amplifies the ambient lighting. Besides being safer, the resin deck insulates one level from the noise and debris of another.

As this went to press, the new Washington RDC was scheduled to be operational and pulling stock orders by mid-January. In a “phased” approach, the new facility will take work load from each of the Hyattsville, Roanoke and Moorestown centers in succession, with the final offload from Moorestown due in early February. Moorestown will operate far more efficiently after it offloads its excess workload and inventory, while the Roanoke facility will be shut down.

The new RDC will have a staff of 50, responsible for managing over 80,000 SKUs worth around $10 million.

Uni-Select’s team analyzed purchase patterns and designed everything – right down to shelf size – to accommodate exactly the right SKUs in exactly the right quantities and at points within the building that will make order picking as efficient as it can be. Evanoka says that order picking will be faster here than in any other UniSelect facility anywhere. The new RDC is already providing a model for future facilities, he adds.

“Designing this warehouse was truly a collaborative effort. This will be a state of the art facility,” Evanoka says. “It represents the best ideas that our best people could put together. It’s very exciting to be a part of it.”

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News

Spectra

covers fuel systems end-to-end

by Andrew Brooks

F

ollowing a review of the fuel pump product category, UniSelect is switching over to the Spectra Premium Fuel Pump Program. Spectra Premium Industries is based in Boucherville, Quebec and produces automotive and heavy duty components for OE and aftermarket distribution.

“DIY and professional installers alike are demanding changes from their traditional program,” says Collin Francis, Senior Category Manager, Spectra Premium Industries Inc. “The key advantage of the Spectra Premium offering is the OE knowledge and technology that’s injected into its aftermarket product lines.” Spectra’s product range is broader than the previous brand’s, and

the company provides coverage on the entire fuel system, ensuring complete vehicle repair.

“When a fuel pump/module fails, most individuals only replace the failed component – the fuel pump,” Francis says when asked to define Complete Repair. “But to ensure the complete repair of the vehicle’s fuel system, you have to diagnose what caused the failure. The vast majority of fuel pump failures occur because of contamination such as rust and debris from other fuel system components, such as a corroded fuel tank or filler neck. Spectra provides industry-leading coverage on these additional fuel system components to ensure that when a fuel system failure occurs, the vehicle is completely repaired the first time.” continued on page 10

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News continued from page 9

Spectra also provides “First to Market” (FTM) coverage, which ensures that future failures on late-model vehicles will also be covered. “Spectra strives for best-inclass FTM coverage by working closely with our OE team for visibility of upcoming vehicle platforms,” Francis says. The company also works closely with OE dealer partners for visibility on up and coming application failures.

“This helps ensure that we offer a broad range of coverage on all ages and makes of vehicles.” Francis says the FTM coverage will help to attract customers who normally turn to the OE dealer for late model service.

With coverage on over 3,000 individual fuel-related parts and components, Spectra provides industry-leading coverage on fuel tanks, fuel pumps and modules, filler necks and fuel tank strap sets. The company undertakes continuous improvements on their own products but also works constantly on ways to improve the OE part that vehicle came equipped with.

Spectra’s stature and presence in the Canadian market was a key reason for the changeover. “In addition to the efforts in the US, Spectra had become the primary fuel vendor at Uni-Select Canada over a year ago,” Francis says. “The success that we’ve had in the Canadian market has become well known through the US, and this was a driver for the change.”

The changeover includes the entire Spectra lineup. As part of the rollout, ongoing market visits as well as local price and mystery shops will continue to take place throughout the target market areas. Information gathered will be communicated to Uni-Select to help ensure that stores and members remain competitive and are on top of the ever-changing market.

To drive market momentum, Spectra and Uni-Select are running a “Finish Line” promotion. Technicians and counter persons can earn dollars back for all their qualifying Spectra Premium purchases or sales.

The promotion supports “Complete Repair” by incentivizing techs and counter staff to sell additional fuel system components such as fuel tanks, filler necks and fuel tank straps along with the core fuel pump purchase. Up to $72 can be awarded for the purchase and installation of Spectra product.

“This promo rewards the installer who purchases components associated with the complete repair of the vehicle’s fuel system,” Francis says. “In addition to the

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promotional flyer, marketing material explaining the importance of the complete repair should be utilized when discussing this opportunity with the installer.”

To help the end user install Spectra Premium product, Spectra offers general and application-specific installation videos. These are available on the Spectra website via YouTube. The website also offers TSBs, installation instruction sheets, marketing materials and more. If additional technical support is required, Spectra’s tech support team is accessible via phone, email and online chat and features ASE-certified repair technicians. The tollfree Tech Line can be reached at 1-800-363-8533. Live chat can be accessed at www.spectrapremium.com, and the email address is techinfo@spectrapremium.com.

In addition to the above resources, Spectra has created a stocking guide tool powered by Experian PIO. The guides provide a great benchmark to compare current inventory models against. They utilize registered vehicles down to a county level, and compare against national failure figures, so that each customer will have the right part mix on the shelf, regardless of market.

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profile

&

Teamwork Transforma

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profile

A look at the momentous changes underway at Uni-Select

& sformation

by Andrew Brooks

T

hese are times of transformation at Uni-Select USA. Following more than a decade of rapid and impressive growth, the company has embarked on perhaps the biggest business transformation in its history – one that focuses on revolutionizing business processes and infrastructure, reconnecting with internal and external stakeholders and establishing a unified, achievement-oriented corporate culture that positions the company to enjoy even more success in the future.

Brent Windom, the newly appointed President and Chief Operating Officer, US Automotive, understands the scope of the challenges. Windom has been with Uni-Select for nine years, most recently as Senior Vice President, Sales and Marketing, US Automotive. He was named to his new role at the end of July, capping a 34-year career in the automotive aftermarket industry that began with a job as a part-time sales clerk. He knows the business inside and out and he realizes that to make the most of its meteoric growth, most of which came by way of acquisition, Uni-Select needs to have in place state-of-the-art processes and solutions, along with a corporate culture that makes the most of them.

“It’s really a matter of getting back to the basics,” Windom says. “The decisions we make as an organization have to be ones that our people – the ones who put them into effect – believe in and know they have the power to act on. And they must feel confident that the whole team will win as a result.”

A firm believer in acting today, Windom says “when you’re in a turnaround you have to pick up the pace.” Turnaround? Uni-Select is emerging from a 12-year run of successes stronger than ever before, with 54 distribution centers, over 400 corporate stores and 5800 employees across Canada and the United States. It recorded almost $2 billion in sales last year. Today the company serves 3200 independent jobbers (1200 of them in Uni-Select banner programs) and tens of thousands of installers – 5000 of which participate in our banner installer programs.

So at first “turnaround” seems like an odd choice of words. But it’s one Windom makes advisedly. It reflects how serious he is about realizing the potential that UniSelect’s powerful market presence offers. And the people part of the equation is critical, which is why Windom is so direct about telling the team exactly what’s on the table.

“There are three main parts to the message I give our team continued on page 14

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profile continued from page 13

“Cheerleaders are great, but we have to make sure we have real leaders who can not only praise and reward excellence, but also identify and act on the challenges.”

Brent Windom

members,” he says. “I tell them what we’re doing is all about execution, accountability and customer service.”

On the execution side, Windom points out that the company already has a leg up. The 2013-2015 Strategic Plan, introduced last year, laid down a comprehensive program of change and reform in organization and processes. “It’s one hundred per cent in our control,” Windom says. “We don’t need to do any more brainstorming; the plan is there. What we need now is speedy action around our processes to execute it.”

Item number two: accountability. “If we say it, we do it,” Windom says. “We have to look at everybody as a customer, inside and outside the organization – the auto service repair centers and the independent auto parts stores of course, but also senior managers, investors, peers.” The key is to measure what Uni-Select says it will deliver and make sure that promise is fulfilled. Leaders have to be more than just cheerleaders. “Cheerleaders are great,” Windom says, “but we have to make sure we have real leaders who can not only praise and reward excellence, but also identify and act on the challenges.”

Accountability rests in large part on a sense of trust and confidence in one’s peers, and the best way to foster that culture is to meet and make decisions face to face. In the heady growth of the decade, the entire team has understandably been strongly focused on the process side, and Windom believes that re-establishing personal contact with peers and leaders is the best way to build trust and a sense of responsibility.

“When I had all the operations managers meet together a few weeks ago, it was the first time they’d all been in the same room in 12 years,” Windom says. “I said ‘we have over 700 years of experience together in this room,

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and we can definitely figure out how to run a DC.’” The team discussed and agreed on a full slate of action items then and there. The same approach was taken with UniSelect’s store managers. A face-to-face meeting was held and discussions led to agreement on an agenda for action. “We’re going to change how we run our stores – and what success means for us,” Windom says. He also meets two or three times a year with a National Advisory Board composed of independent auto part stores across the country to discuss strategy and develop plans of action.

When it comes to customer service, inventory assortment planning will be critical, Windom says. “And we have to have a world class deployment strategy to back it up. We need the right items in the right location at the right time, at the store and DC level. When you don’t have that you incur a cost in moving the items, and you lose sales.”

Ultimately Windom is determined to develop a new culture based on these three keystones. “A change in culture comes not from having a new structure, or suddenly deciding we’re going to zero in on the lowest pricing. The ‘price beaters’ go out of business all the time.

And it’s not about having more people or less people, or bulking up on inventory. A new culture comes from having the right people who are committed to execution, accountability and customer service.”

It takes a lot of hard work to make fundamental change and create a whole new culture in such a large and diverse organization, but Windom believes that Uni-Select has a huge advantage in terms of the passion and commitment of its people. The dedication he’s seen so far makes him confident that Uni-Select will emerge stronger and better than ever.

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NHRA update

A truly grand finale

T

he Auto-Plus racing schedule for 2013 wrapped up October 3-6 with Uni-Select’s tenth and final race of the year, The Maple Grove AutoPlus NHRA Nationals. The race is held at Maple Grove Raceway just south of Reading, PA. One of the biggest events in the Auto-Plus lineup, this year’s running of the Auto-Plus NHRA Nationals was a perfect finale to an outstanding 2013 Auto-Plus schedule, says Mary Olson, Marketing Manager for Uni-Select USA. “We ended 2013 with a bang! We had over 1,400 people attend our events during the week at Maple Grove. The track was covered with Auto-Plus logos and with our Big Top Tent, our Midway Trailer with Beck Arnley and Tenneco displayed along with our Pit Hospi-

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NHRA update

tality area and our Suites – Auto-Plus was everywhere!”

The Maple Grove Raceway opened in 1962 and the first national event was held there in 1985. Today the Auto-Plus NHRA Nationals is one of the top ten NHRA races based on attendance, one of the top moneymaking tourist events in Berks County, and gets massive media exposure thanks to ESPN2. This year the event drew the best attendance ever with more than an eight per cent increase over 2012. Even the weather cooperated.

“Anyone who’s been involved in the NHRA race at Maple Grove can tell you that the weather has not been kind to fans over the years, but this year was absolutely the opposite,” Olson says. “You couldn’t have asked for a better weekend. In fact it was even a little hot for early October.”

The first event for Auto-Plus started on Wednesday night with our customer appreciation event, where customers were able to drive down the track and race against each other. More than 60 customers were in attendance and raced against each others’ times. The winner got to race Blake Alexander, our Auto Service Plus powered by Auto Plus driver – and beat him! After the race event everyone was treated to dinner. Olson says the feedback from customers was that they had a great time.

The actual race weekend was a very busy one for Auto-Plus, but the team was well prepared and enjoyed meeting all the customers who had received tickets through promotions at our stores and warehouses. “In continued on page 18

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NHRA update continued from page 17

our hospitality tents and suites, everyone was treated with food, one-on-one time with our race car driver Blake Alexander, and got to watch some great racing all weekend long,” Olson says.

The Auto-Plus NHRA Nationals was a great way to wrap up the 2013 Auto-Plus schedule – for Auto-Plus and our customers. Auto-Plus would like to thank all the customers who showed their support during the race year, all our manufacturer partners who helped us throughout the year and supported our race program, Blake Alexander, our Auto Service Plus powered by Auto-Plus race car driver, and all our employees who helped us with these events.

We couldn’t have done it without all of you!

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Market Report

the telematics opportunity

“W

e know it can be done. It can work, the business models make sense. It’s a matter of whether you want to wait and see how people do it, or lead and take market share up front.” The words are those of Jim Dykstra, and he’s referring to telematics, the combination of telecommunications and informatics that is revolutionizing the automotive industry on several fronts.

Dykstra is President of Aftermarket Telematics Technologies, a company that contributed the user interface for Delphi’s Connected Car Telematics Solution, which won the AAIA’s first-ever “Aftermarket Telematics Challenge” at the 2012 AAPEX event. continued on page 22

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Photo courtesy Delphi Product & Service Solutions

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Market Report continued from page 20

Photo courtesy Delphi Product & Service Solutions

The solution connects to the vehicle through an OBDII plug-in device, engineered by Delphi, which has been successfully road-tested over 50 million miles in tens of thousands of vehicles. ATT developed the web interface that enables the vehicle owner to view vehicle history and alerts as well as access parts and service information from Delphi.

The Aftermarket Telematics Challenge invites companies to provide a telematics device for the aftermarket industry that will be commercially viable.

This year the winner was Verizon Telematics (formerly Hughes Telematics) for the Verizon In-Drive system, which offers drivers a choice of telematics services including safety and security, vehicle operation data, navigation, roadside assistance, and diagnostics and service reminders.

Dykstra believes that the aftermarket is at a “tipping point” in making fuller use of telematics. “We’re at the infancy stage now, but I truly believe that 12 months from now we won’t be. This is going to mature so fast continued on page 24

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Mechani

Market Report continued from page 22

“Nearly 160 million vehicles, 1996 and later, are equipped with a diagnostic port that can accept an aftermarket telematics upgrade.”

Scott Luckett, AAIA Chief Information Officer

people are going to have to hang on—and those on the outside will be a few steps behind, while those who get in now will be a few steps ahead.”

“Nearly 160 million vehicles, 1996 and later, are equipped with a diagnostic port that can accept an aftermarket telematics upgrade,” said AAIA Chief Information Officer, Scott Luckett at this year’s AAPEX when he announced the Verizon win.“Consumers crave connectivity in their lives, including their time behind the wheel.”

Telematics has changed rapidly since being introduced to the market, first in the form of GM’s OnStar. It was initially thought of as a way to provide safety and entertainment features, but quickly evolved into a technology-enabled way to monitor and diagnose vehicle performance and problems, enabling a more advanced method of managing maintenance and even predicting problems. Today many vehicles rolling off the assembly lines have more than 40 microprocessors in the cabin and monitoring the engine and other components. This has created a major learning curve for automotive service operations, which have to keep their technicians up to speed on new technologies – and which have to foot the bill for increasingly complex equipment.

Interestingly, telematics is also being used by auto manufacturers as a way to keep car owners coming back to the dealerships for service. German automotive giant BMW has offered new car buyers ten years of free telematics service starting with the 2014 automotive year, a move that shows how seriously auto makers see telematics as a hook to keep customers coming back to their service bays.

BMW has rented a huge facility to store all the data they’re collecting from vehicles, and they’re putting up their own building right next door, says Ben Johnson, Director, Product Management for Mitchell 1.

“They’re collecting one terabit of data off these vehicles every day,” he says. “They’re using that information to understand their customers better and understand the types of readings coming off those vehicles when they go into the shop. BMW gets it; they understand what the value of that data is. Of course they’ll

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use it to build better vehicles down the road, but they also want to keep that customer ‘sticky’ to the BMW service network into the future.”

The prospect of the automotive OEMs having a new, powerful tool to keep car owners within their service operations has prompted the aftermarket to respond with initiatives of its own. The AAIA’s Aftermarket Telematics Challenge mentioned earlier is one aspect of this response. The organization has also established the Aftermarket Telematics Task Force (ATTF). The ATTF is backed by a number of aftermarket stakeholders, including AAA, AAIA, AIA Canada, Delphi Products & Service Solutions, ETI, Robert Bosch Corp. and Drew Technologies, among others.

The ATTF has been formed with the recognition that the development of automotive telematics technology presents an opportunity for the aftermarket – as much as for the OEMs – to strengthen their relationships with the automotive end user by enabling shops to communicate directly with vehicles and perform remote diagnosis and repair. The AATF has created policy, technical and marketing sub-committees to develop a broad picture of the impact of telematics development and to better understand the opportunities – or threats – it presents.

“The aftermarket has a long tradition of innovation and engineering solutions that offer consumers freedom of choice in where and what service work they have performed,” Luckett says. “Telematics is merely the next frontier, albeit a high-stakes one. “Consumers deserve the freedom to choose the provider of service to their vehicle, and the availability of electronic information from the operation of the vehicle should not alter that choice. ‘It’s Your Car … Your Data’ is our mantra.”

NOTE:

We’re delighted to let our readers know that Uni-Select’s exclusive Smartlink telematics program will launch in the new year. Details will follow – watch this space!

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Hands on Jerry’s Auto Supply gets up close and personal with a diverse customer base

T

his is a banner year for Jerry’s Auto Supply of Wenatchee, Washington, for a whole bunch of reasons. The company is celebrating the 50th anniversary of its 1963 founding in

Wenatchee. Jerry’s has set sales records for the past two years running and 2013 looks set to be another strong year. And this year the campaign to raise funds for the local high school chapter of Future Farmers of America (FFA) – a cause dear to people’s hearts in this agricultural region – fired on all cylinders and raised a record tally.

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profile

Ron Berschauer of Jerry’s Auto Supply (left) hands a check to Julia Spangler, president of the FFA chapter at Wenatchee High School, along with FFA treasurer Kaden Gravelle (with Wix box) and advisor Dan Ellwood.

Jerry’s serves an area covering roughly a 100-mile radius around its Wenatchee headquarters, which is where the redistribution center (RC) and corporate offices are located.

The RC serves seven store locations within this area, the farthest-flung being 120 miles from the central hub. The payroll totals 61 employees.

A couple of things make Jerry’s unique, says president and general manager Ron Berschauer, whose brother Jerry founded the company. Fully fifty per cent of the business is straight retail, with store locations catering as much to end-user walk-in traffic as they do to shop customers. “This is unique within the Uni-Select model, which is 85% wholesale and only 15 percent retail,” Berschauer says. “A driver looking for wiper blades would be just as comfortable coming into one of our stores as someone who works on cars for a living.”

Another unique point is the very diverse customer base. Jerry’s of course serves the automotive market, which in this area includes a strong trucking market. But the agricultural sector is also a huge customer for the company, which has accordingly become expert in that field. “There’s a very diverse agricultural economy in this area, and we service all aspects of the industry,” Berschauer says. Jerry’s serves not only the local farmer base, but also all related lines of work such as logistics, processing plants and packing sheds. Each store mounts a product mix tailored to the unique local demands of the area it serves – which is why the store in Moss Lake, for example, also lists “Marine” in bold lettering on its storefront.

Jerry’s took its lumps along with everyone else in the 2008 economic downturn. Sales were flat in 2009 and 2010. However, the company posted increases in 2011 and 2012, setting sales records, and 2013 promises to be another good year.

Jerry’s has a solid relationship with Uni-Select and its Auto Plus banner program. “One thing Uni-Select does that’s unique in the industry is enable us to buy product from one of their DCs or drop ship product direct from the factories of Uni-Select suppliers at a reduced price,” Berschauer says. A lot of inventory comes direct from the Uni-Select distribution centers, but Jerry’s also ships selected products – one example is Gates Corp. rubber products – from the manufacturer to their Wenatchee

redistribution center and on to the Jerry’s stores. “That’s what makes Uni-Select a unique and valued supplier,” Berschauer says.

Jerry’s benefits from the strength of the Auto-Plus banner program and from its partnerships with service centers that are also program members. “Our stores clearly label the Auto-Plus insignias, and many of our techs carry the same banner. That’s where it’s been very helpful for us,” Berschauer says.

Given the strong walk-in retail element in Jerry’s presence, it’s not surprising that Berschauer and his team believe strongly in face-to-face community work. For several years now, Jerry’s has proudly taken part in an annual campaign to raise funds for the Wenatchee High School chapter of FFA. The funds have been raised to send as many chapter members as possible to the annual FFA state convention at Washington State University every spring.

The campaign is sponsored by Wix Filters, which gives the campaign 25 cents for every filter box top redeemed from participating service facilities. Up until this year, Jerry’s had pitched in by gathering the box tops from service centers. The approach enjoyed “moderate” success, Berschauer says. That changed this year when the Wenatchee High School FFA chapter members themselves became directly involved in the campaign.

“The students really took hold of the program,” Berschauer says. “They got buckets with our logo and the FFA logo on them and went out to the shops to distribute them. People could see the direct link between saving the box tops and helping the FFA program.” It was easy for techs to simply toss the box tops into the buckets at time of use instead of into the garbage or recycling bins.

Salespeople from Jerry’s gathered the box tops during store visits and took them directly to the FFA chapter where they were counted up, bundled and redeemed.

The result: the campaign netted over $2100, a huge increase over past years. The Wenatchee HS FFA chapter will be able to send a dozen students to the state convention in Spring 2014, many more than in the past.

“The students had a direct role in the campaign,” Berschauer says. “They were very motivated, and that’s what gets results.”

That’s the kind of hands-on approach he can appreciate.

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UniScoo

Advertorial

An Oxygen Sensor Overview I n the 1970s, EPA regulations were designed to reduce air pollution. They were the catalyst for the development of engine control systems, which helped reduce exhaust gas emissions, improve fuel economy and optimize engine performance.

These new engine control systems became possible with the development of the first oxygen sensor introduced in 1979. This early sensor type had either one or two wires and because it is not self-heated, could take several minutes to reach its operating temperature of 600° F. Stringent emissions requirements led to the invention of a more efficient type of sensor, the “heated oxygen sensor.” These three-, four-, and five-wire sensors are heated by a separate circuit and can reach proper operating temperatures in 30 to 60 seconds.

The oxygen sensor is made with a zirconia (zirconium dioxide) element and platinum electrodes, and generates a voltage signal based on the amount of oxygen in the exhaust compared to the atmospheric oxygen. With one electrode located within the exhaust flow and the other electrode exposed to the atmosphere, the sensor reports the exhaust oxygen level to the vehicle’s Engine Control Unit (ECU) when operating temperature is reached (600° F). The ECU can determine if the air/fuel is rich or lean and adjusts the fuel mixture accordingly. A rich mixture consumes nearly all the oxygen, so the voltage signal is high, in the range of 0.6 – 1.0 volts. A lean mixture has more available oxygen after combustion than a rich mixture, so the voltage signal is low, 0.4 – 0.1 volts. At the stoichiometric air/fuel ratio (14.7:1), oxygen sensor voltage output is approximately 0.45 volts.

Air/fuel sensor offers more accurate readings In 1997, DENSO introduced its patented air/fuel sensor to the market. This new A/F sensor utilizes an advanced detection circuit and gold plated terminals for excellent signal strength and conductivity when operating at 1,200° F. This allows the ECU to more accurately calculate the exact air/fuel ratio.

Symptoms of a failed oxygen sensor Many drivers don’t even know their vehicles have a bad oxygen sensor until they fail a smog test or a ve-

12 hicle Check Engine light illuminates. Often, when an oxygen sensor is not functioning efficiently, it will leave signs that it needs replacing. If your customer is experiencing poor gas mileage or poor engine performance, they may have a faulty oxygen sensor. It’s always a good idea to check the oxygen sensor during tune-ups or other maintenance service to be sure it’s operating efficiently.

Oxygen sensor installation tips When removing or replacing an oxygen sensor, it’s important to use the correct tools. Special deep-well O2 sockets are recommended to prevent damage to the harness and connector. Before installation, be sure anti-seize has been applied to the threads (disregard for flange type sensors). A new oxygen sensor should be installed by hand, making sure it is not cross-threaded, and then torqued to manufacturer’s specifications. (For flange type sensors, use new gasket included with sensor.)

DENSO First Time Fit® oxygen sensors As a world leader in automotive component manufacturing, DENSO offers a complete full-line aftermarket program. Every sensor is precision-built for exact replacement and is 100% checked for high temperature signal output, air tightness, continuity and heat resistance.

DENSO First Time Fit … gives you the right part and the right fit … the first time.

For more information, visit www.densoautoparts.com.

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The Internet

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The Internet

The

Internet and the Aftermarket Online searches should be an opportunity for service operations to differentiate themselves, educate vehicle owners

© Morgan Lane Studios/iStock/Thinkstock

By Tom Venetis

We all know the Internet and social media has changed how people interact with companies. The same is true for the aftermarket. Studies by Google and Experian Automotive show how rapidly vehicle owners have begun to use online searches and social media to educate themselves about aftermarket products and services.

A thinkauto study with Google, The 2010 Automotive Aftermarket Study: The Role of the Internet and Search in the Automotive Parts, Tires, Services and Accessories (PTSA) Research and Purchasing Process, finds nearly a third of persons contacted in the study use online searches for researching such things as automotive parts, tires, services and automotive accessories.

Of those, 60 per cent say they use online searches to research and to help make parts purchasing decisions for their vehicles.

Other key aftermarket parts searched by people include brakes, air filters and exhaust systems, fluids, lubricants and oils, batteries, engine and transmission parts and lights.

Danielle Russell, automotive industry director with Google says online searches are becoming a key factor is what she calls the ‘zero moment of truth,’ that point continued on page 32

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The Internet continued from page 31

“What consumers are doing now is using online searches to better prepare themselves and to educate themselves about their vehicles and the work they are to have done on their vehicles.”

Danielle Russell, automotive industry director with Google when “the consumer goes online and tries to find out as much information they can about a product or service they are about to have done, and then making that final purchasing decision. It is happening now much more often in the after­market business.

“What consumers are doing now is using online searches to better prepare themselves and to educate themselves about their vehicles and the work they are to have done on their vehicles,” she adds.

This supports the anecdotal evidence that service writers have made over the last number of years.

Many service writers find today’s vehicle owner often comes in having done a lot of research about their vehicle or the kinds of parts and service their particular make and model of vehicle needs. They often have a lot more questions for the service writer about the parts or service recommended, and will sometimes defer making a final decision on a service or part recommendation until they have gone home to do more research; or in some cases, after they have researched the informtion given to them on their smart phones right in the waiting area.

Russell says online searches are a matter of trust building by vehicle owners. People want to know that the parts to be used and the service provider who is offering to do the needed service and repair work is someone they can trust and build a long-term business relationship with.

“Once a vehicle owner trusts a service provider, research suggests (the vehicle owner) is willing to drive up to 10 miles to that service provider to get that work done,” she adds.

This is where it becomes important for service providers to work harder in differentiating themselves online. Online searches still tend to begin in a very general way. People will type into a search engine terms such as “Auto Repair” and then their location. This brings up hundreds of local service operations — and at a cursory glance — all on the same footing. Not one operation stands out from another. One way to differentiate one’s service operation is suggested in the thinkauto/ Google study that looked more closely at what kinds of service work was researched in online searches. These include regular maintenance, installation and maintenance, brake repair, heating and air conditioning repair,

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steering and suspension and major engine repair. What needs to happen is for service operations to use these generic search criteria as an educational opportunity, to give vehicle owners information about parts and services that can then translate into them making a decision to send their business to your service operation.

Margot Weisz, senior product manager with Experian Automotive, an automotive data intelligence provider, says people in their online searches are looking for experts to help them understand what parts or services they need. As an example, Weisz points to how people search for information about tires or motor oils. They will often begin with a generic search, but then gravitate to trusted brands for information that can be used to make an informed decision.

“They are going to brands they know and hear about,” she adds. “Brand recognition plays a big factor and that has to do with the fact that with today’s vehicles, there is a lot [people] don’t know or understand, so they will go to trusted brands they recognize when they are looking for parts.”

The major producers of after­market vehicle parts and accessories then become experts to vehicle owners who will use the information provided as a means of educating themselves and then to make a buying decision. Google’s Russell says this is supported by recent research that shows people looking for videos and other information specifically to educate themselves on such things as oil changes and filters, for example.

It would seem that service operations that wish to differentiate themselves online should begin to offer information not just about their services, but focus much more on customer education and become trusted providers of information about vehicle operations and service.

Offering an oil change is one thing. Demonstrating why regular oil ­changes are important and then explaining how oil filters work will likely lead to more service work and better customer ­retention.

Videos, in-depth product information and social media can be used to build that education component.

“It is up to service providers to be able to educate consumers and that they should trust them in repairing their vehicles,” Russell says. “[Service providers] have to be more interested in just the sale for today.”

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Valvoline motor oil delivers 100 per cent engine protection

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Valvoline, a brand of Ashland Inc., announced the wide-scale availability of NextGen motor oil. The new formula is made from 50 per cent recycled oil and delivers 100 per cent Valvoline engine protection. NextGen motor oil is great for engines and better for the environment, exceeding industry specifications with reduced environmental impact compared to non-recycled motor oil.

When you need the tactile control of bare hands while still wearing gloves, get the Original 0.5. The Original 0.5 features a supple 0.5 mm synthetic leather palm, fingertips and thumb, allowing for superior feel and pinpoint precision.

Non-lined, four-way stretch spandex finger gussets and thumb panel and stretch Lycra finger panels provide ultimate flexibility.

Mechanix Wear FastFit Glove With improved contours for a better fit, the FastFit Glove from Mechanix Wear is the tool for everyday jobs. The glove incorporates a Clarino Synthetic Leather palm, stretch panels between the fingers, two-way stretch Spandex padded back increases protection. A new taller cuff has been added to provide for additional protection and a more secure fit.

Mechanix Wear www.mechanix.com

Denso First Time Fit Oxygen Sensors Denso First Time Fit Oxygen Sensors are designed to meet the increasing demands of today’s engines. Made of the highest quality materials, they are manufactured to the strictest OE standards and subjected to rigorous safety and performance tests. All Denso Oxygen Sensors are checked for high temperature signal output, air tightness, continuity and heat resistance for optimal efficiency.

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[ WINTER 2013]

The 3M Fuel System Tune-Up Kit is formulated to provide a professional fuel system cleaning to improve vehicle performance using a simple, three-step process. As easy to perform as an oil change and without the need of special tools.

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3M Fuel System Tune-Up Kit

UNI-SCOOP

CRC Mass Air Flow Sensor Cleane, Throttle Body/Air-Intake Cleaner Twinpack CRC Mass Air Flow Sensor Cleaner & Throttle Body/Air-Intake Cleaner Twinpack are single-use cleaners that give just the right amount of product needed to remove gum and varnish from throttle valves, throttle body, sensors, rubber Orings and painted parts for easier starting and smoother engine performance.

CRC www.crc-canada.ca

Products

Spectra Premium Fuel Pump Assembly Spectra Premium offers extensive model coverage on Fuel Pump Assemblies are designed to OE fit, form and function. The product comes with all applicable installation hardware. Engineered & tested in Canada, this product is 100 per cent performance tested for voltage, amperage, resistance, pressure and volume to guarantee performance and quality.

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SCOTT Pro Shop Towels

SATA Minijet 1000 H

SATA Minijet 1000 K

SCOTT PRO Strength towels are designed to be three-times stronger when wet than Original SCOTT Shop Towels. They are ideal for cleaning up grease, grime and solvents and for such heavy-duty tasks as cleaning greasy tools and parts, absorbing oil and grease spills and applying solvents and fluids.

The SATA minijet 1000 H is the same gun as the new SATA minijet 1000K. Versatile for cabinets, tables, spindles and especially stripes and graphics on motorhomes and trailers. But it has an adapter to be used to connect the gun to a disposable RPS cup. This makes a perfect siphon gun for touching up or doing smaller batches than the pressure feed model.

SATA minijet 1000 K is the perfect pressure feed spray gun. It is light-weight, comfortable in the hand, and has a wide range of nozzle sizes for most viscosity paints. It has a perfectly shaped fan that allows you to paint anything from small parts and pieces to cabinets, tables, spindles and especially stripes and graphics on motorhomes and trailers. A must have for any woodworking shop or fleet painter.

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SATA www.sata.com

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Meguiar’s Rinse Free Express Wash

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Meguiar’s Inc. www.meguiars.com

CRC Industries Offers Fuel System, Combustion Chamber Cleaner

This one gallon Rinse Free Express Wash from Meguiar’s Inc. cleans all exterior vehicle surfaces with no need for rinsing.

It is a non-scratch, non-streak formulation that wipes off easily and is biodegradable.

CRC Industries’ Complete Fuel System & Combustion Chamber Cleaner cleans fuel system components, including the combustion chamber.

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SAY “HELLO” TO THE UNI-SELECT NETWORK

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Uni-Scoop Magazine is your most profitable, effective vehicle to reach one of the most important aftermarket parts groups and buyers in America. Made exclusively for Uni-Select Inc.’s American members and jobbers , it reaches one of the most powerful buying forces in the automotive aftermarket. The Uni-Select network has over 2,500 independent jobbers and services more than 3,500 points of sale in America.

Fall 2012

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