Does Advance Auto Parts use a CRM?

Auto parts retailers, in particular, rely on CRM to track customer needs, personalize offers, and create smooth shopping experiences both in-store and online. That brings us to a common question: Does Advance Auto Parts use a CRM? The simple answer is yes, Advance Auto Parts uses CRM systems to power its loyalty program, improve customer service, and connect online and in-store shopping.

As one of the largest auto parts retailers in the United States, Advance Auto Parts serves both do-it-yourself customers and professional mechanics through thousands of stores and a strong digital presence. To keep up with competitors like AutoZone and O’Reilly, Advance Auto Parts depends on CRM tools to manage customer data and deliver targeted promotions.

In this article, we’ll see how Advance Auto Parts uses CRM in real life – from its Speed Perks rewards program to free code reader services and other cool stuff about their management.

Advance Auto Parts: Company Overview

Advance Auto Parts is one of the largest auto parts retailers in the United States, with thousands of stores across North America. Founded in 1932, the company has grown steadily to serve both everyday drivers and professional customers. Advance Auto Parts provides replacement parts, accessories, and maintenance products to customers.

The company serves these key customer segments:

DIY customers who shop for parts and tools to fix and maintain their own vehicles.
Professional mechanics who rely on Advance Auto Parts for fast access to quality parts and dependable supply.
Fleet customers who need reliable support and large-scale parts delivery for business operations.

Advance Auto Parts also invests heavily in digital tools to make shopping easy and connected. Customers can browse products and services through the Advance Auto Parts website and mobile app, and take part in the Speed Perks loyalty program. They even access helpful services like free code reader checks at their local store. These platforms are all supported by customer relationship management (CRM) technology, which ties together online and in-store experiences.

Shane O’Kelly serves as the President and CEO of Advance Auto Parts, guiding its long-term growth and competitive strategy. Also, Kristen Soler has been with the company since 2017 and currently serves as Executive Vice President of Human Resources. She oversees HR strategy, including Diversity, Equity, and Inclusion (DEI) initiatives that align the workforce with the company’s customer-first mission.

What is a CRM and Why Does it matter in Retail?

A CRM (Customer Relationship Management) system is a tool that helps businesses organize customer information, track interactions, and use that data to build stronger relationships. Instead of treating every shopper the same, a CRM allows companies to understand customer habits, preferences, and needs, which makes it easier to provide personalized service.

For retailers like Advance Auto Parts, CRM brings several big benefits:

Customer Loyalty: CRM systems help run loyalty programs like Speed Perks, keeping shoppers engaged with rewards and discounts that encourage repeat visits.
Personalized Marketing: By tracking purchase history and behavior, CRM allows Advance Auto Parts to send targeted promotions, email offers, and app notifications that feel relevant to each customer.
Omnichannel Experience: A strong CRM connects the dots between online shopping, mobile app use, and in-store visits, so customers get a seamless experience no matter how they shop.

CRM is too valuable in the auto parts industry because customers often shop with urgency like they need a part right away to fix their car. Having accurate customer data helps Advance Auto Parts recommend the right products, ensure items are in stock, and even provide free services like code reader checks that solve problems quickly.

So, Does Advance Auto Parts Use a CRM?

Yes, Advance Auto Parts does use a CRM system to manage customer relationships and improve the shopping experience. The company relies on CRM tools across its loyalty programs, marketing campaigns, mobile app, and store network to keep customers engaged and connected.

One of the clearest examples is the Speed Perks loyalty program, which tracks customer purchases and rewards them with discounts and personalized offers. Behind the scenes, this program is powered by CRM technology that collects and organizes customer data. This same data helps drive email campaigns, mobile app notifications, and targeted promotions, ensuring that customers receive information that matches their needs and shopping history.

While Advance Auto Parts has not publicly disclosed the exact CRM software it uses, companies of its size often use enterprise platforms such as Salesforce, Microsoft Dynamics, or Oracle CX, sometimes paired with custom-built tools. Regardless of the platform, the impact is clear: CRM helps Advance Auto Parts stay competitive in a crowded auto parts market.

How Advance Auto Parts Uses CRM (Practical Applications)

Advance Auto Parts uses its CRM system in many practical ways to improve the customer experience and build loyalty.

Loyalty Programs: The Speed Perks rewards program is powered by CRM tools that track purchases and turn them into points, rewards, and special offers. By collecting customer data, Advance Auto Parts can send targeted rewards that keep shoppers coming back.
Personalized Marketing: CRM data drives email campaigns and mobile app alerts, which are tailored to each customer’s needs. For example, someone who buys oil may later receive a discount offer on oil filters, making the marketing feel relevant instead of generic.
Omnichannel Shopping: Customers today expect a smooth shopping journey across digital and in-store channels. With CRM integration, Advance Auto Parts connects accounts so that shoppers can order online, pick up in-store, and still earn Speed Perks rewards, all without any gaps in the experience.
Customer Data Insights: CRM systems also help the company understand what products are most popular in different locations. This data improves inventory and sales alignment, ensuring the right parts are stocked in the right stores to meet customer demand quickly.
Customer Support: Advance Auto Parts adds extra value through services like free code checks with OBD-II code readers. These checks help customers identify vehicle problems at no cost, creating trust and often leading to in-store purchases. CRM technology supports this by logging interactions and helping staff provide consistent service.

Benefits of CRM for Advance Auto Parts

Better Customer Engagement and Repeat Business: With CRM, Advance Auto Parts can connect with customers in a more personal way, whether through loyalty rewards, app notifications, or targeted promotions. This keeps shoppers engaged and encourages them to return for future purchases.
Supports Loyalty Through Perks and Free Services: Programs like Speed Perks and free code reader checks show how CRM adds value beyond just selling parts. By tracking interactions and offering useful perks, the company builds stronger customer loyalty and creates positive experiences that customers remember.
Strengthened Competitive Edge: In a market filled with strong competitors like AutoZone and O’Reilly, CRM helps Advance Auto Parts stand out. The ability to personalize offers, manage loyalty programs, and provide seamless service gives it an edge in attracting and retaining customers.
Alignment With HR Strategy: CRM is not only about technology—it’s also about people. Under the leadership of Kristen Soler, EVP of Human Resources, the company’s HR strategy emphasizes employee engagement and Diversity, Equity, and Inclusion (DEI). This aligns with the customer-first approach driven by CRM, ensuring that employees are motivated and equipped to deliver excellent service at every touchpoint.

Who are the Competitors of Advance Auto Parts?

Like any major retailer, Advance Auto Parts operates in a highly competitive market. Its biggest rivals include:

AutoZone: The largest auto parts retailer in the U.S., well-known for its wide product range and customer service offerings. AutoZone also uses CRM-driven tools to manage its Rewards Program and provide personalized deals to keep customers loyal.
O’Reilly Auto Parts: Another major competitor with a strong presence nationwide. O’Reilly focuses heavily on professional customers (mechanics and repair shops) and uses CRM technology to build repeat business and streamline order fulfillment.
NAPA Auto Parts: Known for its deep professional network and brand partnerships, NAPA leverages CRM to maintain close relationships with businesses and provide quick access to parts across its network of stores.

What sets Advance Auto Parts apart is its combination of Speed Perks loyalty rewards, personalized marketing campaigns, and customer-friendly services like free code checks with OBD-II readers. These CRM-driven offerings create value that customers can feel immediately, often turning a one-time visitor into a repeat buyer.

Conclusion

Advance Auto Parts uses CRM to power its customer experience, from the Speed Perks loyalty program to free code reader services and smooth omnichannel shopping across its website, app, and stores. These tools make it easier to directly engage customers, personalize offers, and improve long-term loyalty.

Strong leadership plays a key role in this success. Shane O’Kelly, President and CEO, sets the company’s customer-first strategy, while Kristen Soler, EVP of Human Resources, ensures employees are engaged and aligned through people-focused initiatives, including Diversity, Equity, and Inclusion (DEI). Together, they tie CRM adoption not just to technology, but to both customer satisfaction and employee experience.

The final takeaway is clear: in today’s competitive retail landscape, Does Advance Auto Parts Use a CRM? Yes, and it shows how essential CRM is for building loyalty, improving service, and staying ahead in the auto parts industry.

Ubok-Obong Edet

Blog