The automotive parts and accessories catalog market accelerated slightly in the fourth quarter of 2007, reaching a total 12-month active universe of 3 million names. That’s up from about 2.8 million names in the fourth quarter of 2006, and 2.9 million names in the fourth quarter of 2005, according to New York-based list brokerage services firm ParadyszMatera.
Although the major car parts outlets, including AutoZone, Advance Auto Parts and Pep Boys, have e-commerce sites, they do not make names available for rental and are therefore not represented. Statistics are drawn from 31 active in-category buyer files available for rental or exchange.
In the lead once again was J.C. Whitney, which had by far the largest 12-month house file among direct sellers of automotive merchandise, with 636,000 names. Trailing behind J.C. Whitney was J&P Cycles, which specializes in products for motorcycles, with 346,000 names; Quadratec Essentials for Jeep, with 192,000 names; AutoSport, with 136,000 names; and Stylin’ Trucks, with 132,000 names.
Helping to drive the increase in the total 12-month active universe was automotive accessory retailer A.J. Prindle & Co., which saw its house file grow 32.8% to reach 51,400 buyers in 2007. The company attributed the impressive fourth-quarter finish to increased prospecting.
Also shifting into high gear in 2007 was Griot’s Garage, which saw its house file grow 6.4% (up 6,200 names) to reach a total universe of 103,300.
The use of incentives in the automotive parts and accessories catalog market remained on cruise control in 2007. About 24% of promotions offered at least one incentive during 2007, matching 2006 usage, while roughly 14% of mailings offered free shipping, down slightly from 15% in 2006.
Free shipping continued to be the most popular incentive. For example, A.J. Prindle offers free shipping with all orders over $100; Bavarian Autosport with orders over $150; J&P Cycles with orders over $299.99; J.C. Whitney with orders over $75; and Speedgear with orders over $65. Aftermarket accessory merchant Pace Performance typically offers free shipping with any order.
Discount use slowed from 9% in 2006 to 8% in 2007. The category’s most active discounters included Performance Products (10% off affinity card orders), The Eastwood Co. (10% off any order), International Auto Parts (10% off any order), and Speedgear (various terms). J.C. Whitney continued to offer volume discounts.
In addition, the use of deferred payment offers ramped up by about 5% — driven primarily by new deferred payment offers from J&P Cycles and increased use of the incentive by J.C. Whitney.
| 4Q 2005 | 1Q 2006 | 2Q 2006 | 3Q 2006 | 4Q 2006 | 1Q 2007 | 2Q 2007 | 3Q 2007 | 4Q 2007 | |
|---|---|---|---|---|---|---|---|---|---|
| Total universe | 2.9 | 2.9 | 2.8 | 2.8 | 2.8 | 2.9 | 2.9 | 2.7 | 3.0 |
| Rank | List name | 4Q 2007 house file universe | Average order | |
|---|---|---|---|---|
| 1 | J.C. Whitney Buyers | 635,934 | $125 | |
| 2 | J&P Cycles | 346,128 | $135 | |
| 3 | Quadratec Essentials for Jeep Catalog Buyers | 192,105 | $143 | |
| 4 | AutoSport Catalog Buyers | 135,618 | $110 | |
| 5 | Stylin’ Trucks Catalog Buyers | 131,717 | $185 | |
| Source: ParadyszMatera | ||||