Parts availability, connecting with customers the path to growth for Alliance Truck Parts

by Daniela Piteo

MIAMI, Fla. — The bright yellow logo is definitely a standout feature of Alliance Truck Parts, but where the company – a division of Daimler Trucks North America – really excels is in its unwavering commitment to being a leading provider in the aftermarket.

Todd Biggs, director parts and service marketing, Daimler Trucks North America, says the company continues to set the brand apart by ensuring availability –Alliance Truck Parts are stocked at over 800 North American locations; through recognition – the Web site is constantly evolving and a continued social network presence is being built; and through education – Alliance truck parts are serviced and maintained by qualified technicians that thoroughly understand the Daimler product.

While Alliance Truck Parts are available throughout North America, the company will continue to expand in the market, hoping to gain the attention of small fleets and owner/operators.

“While large fleets do use Alliance Truck Parts to help improve their total cost of ownership over the time they hold their trucks, the owner/operator and small fleet customers are more likely to be running older trucks and mixed fleets that have more frequent parts and repair needs,” said Biggs. “By renewing our attention on the second and even third owner of the truck, we open up new market potential for Alliance and help deliver better uptime for this often underserved customer.”

According to Biggs, it is also an advantageous practice for O/Os and small fleets to return to the dealer when purchasing aftermarket products.

“There are clear choices between OEM parts, the all-makes parts that Alliance Truck Parts offers, and the generic white box. Often ‘right-fit’ generic parts really aren’t all right. In the end, the location isn’t as important as access to the right quality part at the right time. From a parts perspective, that means the real importance is parts distribution speed and in-stock availability,” said Biggs.

With over 800 locations offering Alliance parts, distribution speed and stock-availability are both in a solid position to help reduce downtime for drivers and furthermore, its widespread market presence makes it easier to contact a qualified technician for vehicle service, repairs and maintenance, according to the company.

“There are often service level advantages to visiting a reputable dealer, like an Elite Support certified dealer, but from a parts perspective, any real advantage is again related to having the right parts in stock, or having quick access to parts distribution systems so any repair can be made quickly,” Biggs said.

While the retailer aims to be physically visible in the market, to best serve its customers, Alliance has also shown a commitment utilizing technology and social media to diversify the brand.

“Alliance Truck Parts has really embraced technology as a way to help customers get the parts they need to keep their trucks on the road. Better communication tools allow our customers to find parts locations, specific parts and specials much more easily than ever before,” said Biggs. “Alliance uses social media platforms like Facebook and Twitter to inform and to hear back from our customers.”

Alliance isn’t just a tweet or Facebook status update away from its customers, but optimizing its Web site also helps achieve better communication.

“Our own Web site continues to evolve to provide the parts information that our customers need most with all-makes part search function in on-line catalogs and with links to useful parts information such as product brochures and a bumper customization tool,” said Biggs.

In addition to a Web presence, Alliance Truck Parts has invested in mobile technology that works to serve customers on the road.

“With mobile apps like TruckerNet and TruckerTools available on smartphones, drivers can find parts and service locations, parts specials and more from wherever they are,” said Biggs.

And let’s not forget Alliance Truck Parts standout relationship with NASCAR – where through technology and social media, race fans are offered an up-close view Alliance Truck Parts Racing Team.

Together, Alliance and NASCAR travel throughout North America visiting dealerships and other locations with one of the number 12 Ford Mustangs – allowing customers to enjoy the thrill of race day miles away from the track.

“Seeing the actual machine and hearing the sound of a real track-worthy engine has been a great way to engage customers and introduce them to the complete Alliance Truck Parts product portfolio,” Biggs said.

In the end, it’s always about providing exceptional service to its customers.

“Our dealer kits and the Parts Promoter programs are designed for our retail partners, providing them the tools they need to better serve the end customer at their locations across North America,” Biggs said.

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