Retail Merchandiser - September/October 2016 - Global Sensation - M45


"

Knecht's Auto Parts

We're constantly
trying to improve
our offering to make
sure we have the most
current inventory.

"

The independence given to managers benefits customers,
as managers have the ability to override corporate policies
regarding returns and can also make decisions regarding
pricing. Knecht's offers a price match guarantee policy that
offers discounts on items that can be found at a competitor
for a lower price; managers are empowered to offer these
discounts at their discretion.
"We put all of our decisions in the hands of the store and
its employees," he adds. "Sometimes our stores do things
that may not make sense because it's easy for the employees or store manager and is in a customer's favor. At times
we will take back an 'alleged defective' when there is clearly
nothing wrong with the part."
In addition to the price match guarantee policy, the company offers the same level of discount to individual customers as it does to mechanics and auto shops. "We are pioneer
when it comes to discounting," Sabbato says. "Back when
we had only one store, the employees of the logging industry traded with us, and we would discount items to them
as if they were the company they worked for. Commercial
account discounts were passed on to their employees."
The company also fosters repeat customers by laying out
its stores in a similar manner, making it easier for customers to find items even if they're visiting a different location. Knecht's Auto Parts merchandises its parts in tiered,
three-dimensional displays as opposed to using peg hooks.
"We've put a lot of thought into how easy it is for our customers to shop," Sabbato says.

model of cars registered in its market. The company is also
mining data based on parts that are being ordered from local mechanics.
The company is enhancing its marketing efforts including
using targeted digital advertising. "If you're a target customer in our market, we can put an ad in front of you that will
hopefully get you in our stores," he adds. O

Making Improvements
Knecht's Auto Parts stores continue to find ways to foster
customer loyalty. This is critical to the company, as it has
seen a significant amount of competition in many of the
markets it operates in, even in towns with populations as
low as 5,000 people.
"We're constantly trying to improve our product offering
to make sure we have the most current product inventory,"
Sabbato says. Knecht's Auto Parts is using data from R.L.
Polk and Company to stock parts based on the make and
September/October 2016

RETAIL-MERCHANDISER.COM

45


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Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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