Utilizing AdvanceAutoParts.com to help consumers better understand their vehicle and its systems was a natural extension for the consumer education marketing strategy. Internal branding expertise and external research helped identify new elements and media formats for the redesign. The consumer education section – Advance Know-How – received the highest website traffic at 47% following the launch of the new and improved site. Within 6 months, the new website received over 500,000 unique visitors per month and more than 250,000 viewed the Do-It-Yourself consumer education videos. While we were at it, we revamped the Intranet and held a contest to let team members name it, Advance NOW, to improve engagement of 43,000 employees in the U.S., Puerto Rico and the Virgin Islands. Both the website and Intranet, won multiple awards.
ABOUT ADVANCE AUTO PARTS: Headquartered in Roanoke, Va., Advance Auto Parts, Inc., a leading automotive aftermarket retailer of parts, accessories, batteries, and maintenance items, in the United States, serves both the do-it-yourself and professional installer markets. As of April 19, 2013, the Company operated 3,969 stores in 39 states, Puerto Rico, and the Virgin Islands. Additional information about the Company, employment opportunities, customer services, and online shopping for parts, accessories and other offerings can be found on the Company’s website at www.AdvanceAutoParts.com.