location while the latter is fighting against big competitors. Both situations highlight a vital point: sticking to traditional practices limits growth potential. It risks the dealership's ability to remain competitive in an industry that is increasingly favoring agility and innovation. A MODERN SOLUTION TO TRADITIONAL LIMITATIONS Instead of relying on conventional selling methods, your parts department needs to embrace more modern, digital avenues, with eCommerce as a viable alternative. This can open more opportunities for the dealer in a rural town and level the playing field for the scrappy dealer against larger local competitors. eCommerce breaks down geographic barriers, letting you connect with customers beyond your local area. In addition, selling parts online enhances customer satisfaction and fosters repeat business by allowing customers to browse products at their convenience, compare pricing, read reviews, and make purchases when they are ready-day or night. When a customer MAY JUNE 2024 || FIXED OPS MAGAZINE 57http://fixedopsroundtable.com