How Chesterfield Auto Parts Achieved 22.5% YoY Growth with Renaissance Marketing

The Story 

Since its founding in 1947, Chesterfield Auto Parts has been a pioneer in the auto parts industry. In 2020, Renaissance Marketing began working with CAP to enhance their digital presence and ensure their online reach matched their industry reputation.

The Challenge

Chesterfield Auto Parts (CAP) has been a local name for over 70 years, known for its innovative inventory system and three locations serving individuals and businesses alike. However, while brand awareness was strong, it wasn’t translating into website traffic or fully utilizing their industry-leading inventory system.

CAP needed a solution that would:

1. Target multiple audiences effectively.
2. Increase digital engagement and website traffic.
3. Turn digital visibility into real-world foot traffic and sales.

To meet these goals, Troy Webber, CAP’s third-generation owner, turned to Renaissance Marketing.

The Approach

Optimizing the Digital Foundation

CAP’s website was functional but needed updates to drive traffic and improve the user experience. Renaissance Marketing:

• Conducted a full audit to identify gaps and opportunities.
• Optimized keywords, reformatted images, and improved the site’s flow.
• Highlighted CAP’s cutting-edge inventory system to increase user engagement and conversions.

Launching Targeted Digital Campaigns

Renaissance Marketing started with a display ad campaign for a NASCAR 9/11 memorial event CAP sponsored. The campaign exceeded expectations, prompting CAP to expand into a full digital advertising program. Key initiatives included:

• Promoting CAP’s inventory system and “junk my car” program through highly targeted ads based on location and demographics.
• Avoiding a broad approach to ensure every dollar spent reached qualified potential customers.

Building a 360-Degree Digital Program

With Troy’s trust, Renaissance Marketing transitioned into managing all aspects of CAP’s marketing, including branding, SEO, PR, and video. This holistic approach allowed for seamless integration of campaigns and a unified brand message.

The Results 

Renaissance Marketing’s efforts have driven consistent growth for Chesterfield Auto Parts:

• New Users Up 55%: More people found and engaged with the site.
• 22.5% Growth at Fort Lee: The newest location saw substantial year-over-year growth in traffic and sales.
• 45% Organic Traffic Growth: Enhanced SEO brought significantly more visitors to CAP’s site.

Higher ROI: Digital ads now form the bulk of CAP’s marketing, providing measurable returns on investment every month.

CAP’s partnership with Renaissance Marketing has turned digital marketing into a profit-driving force. By integrating their marketing efforts under one roof, CAP has achieved stronger click-through rates, better lead generation, and higher profits—all while solidifying their position as an industry leader.

Troy Webber, CAP Owner:
“Our digital ad campaigns have helped streamline our business. We now hit a 95% close rate, and customers walk in already knowing what they want. I see a penny-for-penny ROI each month, and I know exactly how much we pay for each website click.”