CarParts.com is a $600M+ direct-to-consumer auto parts retailer, serving DIY customers across the U.S. With over a million products and 49 million SKUs, they deliver more than 3.1 million orders annually and attract 105 million unique visitors. Their focus is clear: affordable parts, fast shipping, and a catalog that covers just about everything on four wheels.
Key challenges
- Legacy promotion engine was slow, outdated, and drained dev time for even basic promotions.
- Marketing teams were dependent on engineering to launch campaigns, limiting agility and speed.
- Generic coupon codes led to widespread fraud and margin loss due to uncontrolled sharing.
The legacy bottleneck
Until early 2024, promotions were powered by an aging, on-prem PHP system that had been duct-taped together over a decade. It was brittle, slow, and heavily dependent on developers.
“Every campaign had to go through engineering. Fixing the legacy promo system pulled devs away from ecom features. Voucherify helped us get that time back.” – Prasadh Palanichamy, Sr. Product Manager
The team needed a better way: something API-first, modular, and fast. Voucherify fit the bill.
The move to Voucherify
Voucherify gave CarParts.com the flexibility to move fast without sacrificing control, unlocking the ability to continuously optimize incentives and experiment with targeting and rules without touching code.
- Quick integration: Fully live in 3 weeks, backed by responsive support, even across time zones.
- Marketing freedom: Self-service dashboard lets marketers launch and iterate campaigns without devs.
- Better experiments: Scaled A/B testing with cart-based triggers, brand exclusions, and unique codes.
Technical setup
CarParts.com runs a custom-built e-commerce platform, complemented by an internal Sales Console used by their customer support team for backend transactions during phone support. To ensure consistency across both channels, they developed a shared Promo Service, an in-house service layer hosted on AWS, that connects both the e-commerce site and Sales Console to Voucherify. This unified setup ensures consistent promotion logic, validation, and redemption across all customer touchpoints.
CarParts.com uses BlueShift as both its CDP and email service provider. Customer profiles and segmentation are managed in BlueShift, which handles personalization and campaign delivery across email, SMS, and push. Voucherify generates the unique codes and enforces promotion logic behind the scenes.
Personalized incentive testing (e.g., first-purchase discounts, category-based offers, win-back campaigns) delivered measurable gains across email and SMS. Dynamic targeting based on Blueshift events and purchase data increased redemption rates and repeat purchase frequency.
- Bulk coupon uploads: Voucherify generates up to 10 million unique codes and exports them to BlueShift for targeted distribution.
- 500+ custom rules & exclusions: Used to safeguard margins, certain brands or SKUs are excluded from specific promos.
- On-site validation & redemption: Coupons are validated at both cart and checkout stages via Voucherify APIs.
“Every time we drop a coupon, it’s wildly successful, especially during tax season. Voucherify makes it easy to keep up.”– Christina Bylin, CMO
Integrating Voucherify with Blueshift and AWS allowed CarParts.com’s marketing team to launch new promotions in minutes instead of days. Campaign creation time dropped from 1-2 days to under 2 hours, freeing engineers to focus on innovation rather than one-off promo builds.
Solution
How do they use Voucherify?
Voucherify sits at the heart of CarParts.com’s promotion strategy, enabling marketing and product teams to launch, manage, and track campaigns at scale without relying on developers.
- Bulk code generation: Up to 10M unique codes per campaign, exported to BlueShift for delivery.
- Rule-based targeting: Over 500 validation rules to exclude specific brands/SKUs or apply cart-based thresholds.
- Secure redemptions: Real-time validation at cart and checkout, reducing fraud and abuse.
- Reporting: High-level insights via Voucherify, with granular analysis in Tableau and Looker.
Unique, single-use codes eliminated coupon abuse and stacking across email and paid channels. Controlled distribution through Blueshift ensured that offers reached only intended segments, protecting margin integrity while still driving conversion.
More importantly, the setup enables experimentation. They can test different incentives, delivery channels, customer segments, then double down on what drives margin and conversion.
CarParts.com has launched over 2,000 campaigns to date, ranging from:
- Seasonal promos (e.g. Memorial Day, Prime Day, Valentine’s, Tax Refund)
- Reengagement flows (cart abandonment, product browse)
- Appeasement discounts and contact center codes
- Influencer, affiliate, and app-triggered offers
- Bundle and gift-with-purchase promotions
Roadmap & what’s next?
For the first time, the CarParts.com marketing team can design, launch, and measure promotions end-to-end. Voucherify unlocked the agility to run continuous A/B testing and scale campaigns to over 2.5 million annual orders with complete control and auditability.
Looking ahead, the team is planning to expand personalization even further. They’re testing on-site nudges, dynamic discounts triggered by live cart behavior, and experimenting with conversion-based scoring to decide when (and if) to offer a coupon. A point-based loyalty program is also on the roadmap, with Voucherify’s APIs handling point issuance, balance tracking, and redemption logic.
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