ResourceBAY features training, insurance coverage and other benefits

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American Tire Distributors Inc. (ATD) has expanded its ServiceBAY benefits package with the launch of ResourceBAY.

ResourceBAY is a multi-faceted program that will provide ATD dealers with the following:

* online training.

* access to comprehensive insurance coverage.

* rebates on CARQUEST product purchases.

* a valuable enhancement to the ATDOnline Rewards loyalty program.

ATD's ResourceBAY was built in partnership with CARQUEST. ATD and CARQUEST have offered a co-marketing program to dealers for many years; however, this enhanced program offers many more benefits to enrolled tire and automotive service dealerships.

"American Tire Distributors explained their ATD ServiceBAY strategy to us over one year ago, even before it hit the marketplace," says Todd Sanders, vice president of major accounts for CARQUEST. "We knew from the start that ATD's strategic marketing approach would enable us to build a stronger benefit program to support and reward our mutual customers."

Since the launch in early 2006, ATD has continued to add new elements to ATD ServiceBAY.

"ResourceBAY is a powerful combination of benefits for our dealers," says Rich Cormier, marketing manager of ATD ServiceBAY. "Flexible training, nationwide insurance benefits, and increased profitability are at the top of our dealers' lists of needs. ResourceBAY offers programs to directly address these needs."

CARQUEST Technical Institute (CTI) provides the training platform for ResourceBAY. CTI technical courses, branded as e-Learning, will benefit ATD dealers by keeping them up-to-date on servicing today's increasingly sophisticated automobiles.

Dealers participate in the courses online, which provides dealers with the flexibility to take the course when and where they want. ATD dealers will have two CTI technical e-Learning courses included in their ResourceBAY program.

ResourceBAY dealers also will receive two "Technician Assessments" and five ASE test preparation courses as part of the program. Technician Assessments are valuable to a dealer because they allow him to test a potential new hire or to monitor the knowledge of an existing technician.

Both the Technician Assessments and ASE Test Prep also are taken online, so the technician has the flexibility to use them before or after work hours.

"Keeping myself and my technicians up to speed on the latest tire and service technology is an ongoing challenge because technology changes so rapidly," says Larry Williams of University Tire in Charlottesville, Va. "Having training opportunities that are flexible to fit my busy schedule would be a huge asset."

ResourceBAY will include a comprehensive, national insurance program through CAAIC. "Our dealers have been requesting help on the insurance front, especially over the last 24 months, as costs have continued to increase for the business owner," says Cormier. "ResourceBAY has the potential to help our dealers control costs, while maintaining a competitive benefits package for employees."

CAAIC works with endorsed agencies across the United States to offer medical, dental, vision, worker's compensation, disability, building liability, and property coverage. CAAIC also can recommend options on group 401(k) plans.

In addition to the training and insurance components, dealers participating in ResourceBAY will earn valuable rebates on their CARQUEST product purchases. "Based on my annual CARQUEST purchases, the enhanced rebate structure within ResourceBAY will result in thousands of additional dollars to my bottom line," says Howard Fleischmann, owner of Community Tire in Phoenix, Ariz.

ATD ServiceBAY dealers have the exclusive opportunity to earn points in their ATDOnline Rewards program account by purchasing CARQUEST products through WebLINK. The ATDOnline Rewards program offers ATD dealers a broad range of products and vacations from which to select.

The ResourceBAY enhancement will offer dealers the opportunity to build their point totals more quickly and redeem more valuable items.

More than 8,000 dealers across the country are eligible to receive the benefits of ATD ServiceBAY, which now includes eight benefit bays with the addition of ResourceBAY.

Other benefit bays offer road hazard and service warranties, funding for showroom upgrades, funding for business technology, a private label credit card, ATDOnline Rewards, and much more.

(For more information on ServiceBAY, see the full story from the May 2006 edition of Modern Tire Dealer in the "Magazine Archives" section of, under May 2006 features. The article is titled "At your ServiceBAY: ATD marketing concept may change the way you do business.")

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