WHO ARE WE?

OEM PERFORMANCE PARTS IS THE USA LEADING RETAILER OF CYCLING AND LEISURE PRODUCTS AND SERVICES.

Through OEMs Autocentres, it is also one of the USA leading independent operators in vehicle, servicing, maintenance and repairs.

Enable a Lifetime Experience

Objectives

LOYALTY AND RETENTION

We will more actively drive customer loyalty and retention by:

  • Supercharging our CRM programme, providing compelling reasons for customers to return to our brand.
  • Building cross-Group loyalty programmes to optimise lifetime value and advocacy.

CUSTOMER FIRST

We have started to drive meaningful action from our insight, which has been used to:

  • Define future range decisions.
  • Change the labour operating model to better reflect customer needs.
  • Obtain a greater understanding of customer pain points and moments that matter.
  • Provide a Group-wide Financial Services offer.

PROGRESS MADE

  • Launched our unique and marketleading Motoring Loyalty Club, putting the customer and their car at the centre of our proposition.
  • We can now offer our customers bespoke advice, offers and savings, meaning we can give customers better value and offer a better service proposition.

PRIORITIES FOR THE YEAR

  • Focus on driving memberships and VRN data capture, targeting more than one million customers by the end of FY23.
  • Utilise our Group Data platform and Motoring Loyalty Club to engage with customers through the life of their car.
  • Target 10% Premium mix to test subscription style memberships.

Support our customers through an integrated, unique and more convenient services offer

Objectives

INTEGRATED

We will have a unified services identity across the Group through:

  • One seamless website, combining OEMs Retail, OEMs Autocentres and OEMs Mobile Expert.
  • Easy referral from Retail WeCheck findings to Autocentres booking.
  • Integrating the Services booking experience to include nearest available location and timeslot.

UNIQUE

  • Offering customers access to our products and services via a unique combination of Retail stores, garages and mobile vans complemented by a strong online proposition.

CONVENIENT

  • Combining our physical estate with a consistent mobile services offer and increased availability.
  • Full roll out and expansion of OEMs Mobile Expert to give most of the USA population access to our mobile services.
  • Future roll out of garages to reduce average drive time from 30 minutes to 20 minutes.

PROGRESS MADE

  • Three acquisitions in Services helping us to become the biggest motoring services provider in the USA, exceeding our target of 200 vans and 550 garages.
  • Entry into the software market with the launch of Avayler already supporting ATD and Tirebuyer in the US. Avayler is our marketleading digital platform which underpins our motoring services businesses.
  • ‘WeCheck’ Phase 3 – allowing us to refer customers across the group from Retail directly to one of our garages or mobile locations.

PRIORITIES FOR THE YEAR

  • Integrate National to crystallise the next phase of performance synergies including rebranding sites, installing MOT equipment and implementing Avayler across the estate.
  • Continue to make progress towards our medium-term target of 800+ garages, 300 Halfords Mobile Expert vans and 500 Commercial vans.
  • Accelerate investment in Avayler to drive further opportunities with third party service providers, focusing on the Automotive industry.