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Specialty auto parts chain races for omnichannel position


As a retailer of automotive aftermarket parts, tools, supplies, equipment, and accessories, O’Reilly Automotive Inc. helps its shoppers customize and tailor their vehicles to individual preferences.

So when the Springfield, Missouri-based chain decided to update its omnichannel customer experience, it realized a highly customizable solution would be needed. O’Reilly has selected the e-commerce platform from Broadleaf Commerce to support seamless marketing and merchandising across its mobile and Web channels, as well as its 4,571 stores in 44 states.

Due to its intricate and substantial customization needs, O’Reilly closely evaluated Broadleaf to determine the vendor’s ability to handle catalog, integration, and scalability needs.

The Broadleaf framework is designed for customization, With heightened merchandising and marketing functionalities, the platform will allow O’Reilly to provide customers with a uniform and optimized online and mobile experience, including enhanced on-site search mechanisms and tailored content delivery.

“Within a few weeks, Broadleaf proved their ability to handle our complex challenges, including the ability to scale to millions of SKUs and handle our store integration requirements,” said Jeff Lauro, senior VP of information systems at O’Reilly. “With the move to Broadleaf, we will be able to modernize the overall experience for our customers.”

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