Ep 361: Shocking the Gatekeepers – Auto Aftermarket Goes DTC with Sean Reyes from Shock Surplus

Dec 12, 2023

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Sean Reyes, founder of Shock Surplus, discusses his journey in the shock industry and the challenges of gatekeeping and manufactured virality. He shares insights on educating customers about shock absorbers and empowering them to make informed decisions. Sean also talks about the growth of his business and the impact of the economy on the aftermarket industry. He emphasizes the importance of authenticity and value in standing out from the competition. Additionally, he highlights the significance of short-form video content and the role of different social media platforms in reaching and engaging with audiences. In this conversation, Sean Reyes, the founder of Shock Surplus, discusses his journey in the direct-to-consumer (DTC) space and how he has transformed his business into a media company that sells parts. He talks about the importance of vertical integration and expanding into new markets. Sean also shares his plans to build a full-service shop and invest in a shock rebuild tool kit. He emphasizes the significance of customer lifetime value and the challenges of increasing it. The conversation concludes with Sean providing contact information and discussing the potential for innovation in the DTC space.

Takeaways

Educating customers and providing value-added services can differentiate a brand in the aftermarket industry.

Gatekeeping and lack of transparency are prevalent in the automotive industry, but there is an opportunity to democratize knowledge and empower customers.

Short-form video content, such as TikTok and YouTube shorts, can be effective in reaching and engaging with audiences.

Offering unique services, like same-day shock service, can provide added value and set a brand apart.

Authenticity and category design are key factors in building a successful brand in a competitive market. Vertical integration is crucial for success in the DTC space.

Transitioning from a parts company to a media company can lead to new opportunities.

Investing in a full-service shop can enhance the customer experience and provide additional revenue streams.

Customer lifetime value is an important metric to track and improve in order to drive business growth.

Innovation in the DTC space offers endless opportunities for retrofitting legacy businesses with digital marketing tactics.

Chapters

00:00 Introduction and Topics

01:05 Getting into the Shock Game

03:02 Discovering Drop Shipping

04:01 Starting Shock Surplus

05:24 Cutting Out the Middleman

06:16 The Archaic Aftermarket Automotive Industry

07:22 Educating Customers on Shock Absorbers

10:13 Gatekeeping in the Automotive Industry

13:53 Providing Education and Empowering Customers

16:27 The Aftermarket Market and Growth

17:32 Using Minimum Advertised Pricing to Gain Market Share

18:37 The Role of Meta Ads in the Marketing Strategy

20:18 Manufactured Virality and Brand Rivalries

22:16 The Importance of Short-Form Video Content

24:23 The Impact of the Economy on the Aftermarket Industry

25:27 Competition and Category Design

27:11 Differentiating with Authenticity and Value

30:34 The Tech Stack and Essential Tools

36:35 The Differences in Audience on TikTok, YouTube, and Instagram

39:02 The Importance of Short-Form Video Content

40:50 Vertical Integration and Expansion

41:38 Transition to a Media Company

42:15 Building a Full-Service Shop

42:49 Investing in Shock Rebuild Tool Kit

43:34 Customer Lifetime Value

45:44 Future Plans and Contact Information

46:58 Innovation in the DTC Space

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