#516: Leaders in Customer Loyalty: Brand Stories | Getting Customers Back on the Road: How Advance Auto Parts Is Redesigning Loyalty Around Value and Simplicity

Send us Fan MailFor most consumers, auto parts aren’t something they think about until something goes wrong. A dead battery before work. Worn brakes before a long trip. An unexpected repair that can’t wait. In those moments, the expectation is simple: get what you need, quickly, confidently, and at a fair value. For Advance Auto Parts, that reality has shaped its business for more than 90 years, now driving a renewed approach to customer loyalty. As the automotive aftermarket evolves and economic pressures heighten sensitivity to value, the company is rethinking how loyalty programs can better serve both professional customers and everyday drivers. Loyalty360 spoke with Bruce Starnes, Executive Vice President and Chief Merchant at Advance Auto Parts, about the company’s recent rewards program launch, which focuses on simplifying and modernizing its loyalty strategy, listening more closely to customers, and delivering meaningful value without added friction.