Advance Auto Parts one of North America’s largest automotive aftermarket parts retailers, has unveiled Advance Rewards, a newly redesigned loyalty program aimed at delivering greater value, flexibility, and personalization for both heavy and light do-it-yourself (DIY) customers. The program officially replaces the company’s long-running Speed Perks loyalty initiative and is now live across all Advance Auto Parts retail locations as well as its digital platforms.
The launch marks a significant step in Advance Auto Parts’ broader strategy to strengthen customer engagement, modernize its digital ecosystem, and deepen long-term relationships with its core DIY customer base. As competition intensifies across the automotive aftermarket—particularly from e-commerce platforms and omnichannel retailers—the company is positioning Advance Rewards as a more intuitive, rewarding, and customer-centric solution.
Responding to Changing Customer Expectations
Loyalty programs have become an increasingly important differentiator in the automotive aftermarket sector, where customers often comparison-shop for price, availability, and convenience. Advance Auto Parts’ decision to overhaul Speed Perks reflects a recognition that modern customers expect more than simple point accumulation. They want clearer value, faster rewards, and digital tools that seamlessly integrate with how they shop.
Advance Rewards has been designed to meet those expectations head-on. While the program retains a familiar tiered structure to avoid alienating existing members, it introduces a series of meaningful enhancements intended to make earning and redeeming rewards simpler and more impactful.
“Advance Rewards delivers the value that our customers are asking for in a loyalty program,” said Bruce Starnes, Executive Vice President and Chief Merchant at Advance Auto Parts. “At the same time, it gives us more tools to engage with them, in part through personalized experiences. We put the customer first in everything we do at Advance, which is why we’ve added exciting new features that recognize customer engagement while maintaining familiarity embedded in the core structure of the program.”
A Modernized Tier Structure with Greater Earning Power
At the heart of Advance Rewards is a three-tier loyalty system designed to recognize and reward customer frequency and annual spend. The tiers—1st Gear, 2nd Gear, and Top Gear—offer progressively higher point-earning rates and consistent coupon flexibility across all levels.
Unlike some loyalty programs that restrict benefits behind complex rules or limited redemption windows, Advance Rewards emphasizes clarity and accessibility. Customers can easily understand how to move up tiers, how many points they earn per dollar, and how to use their rewards.
Advance Rewards Tiers at a Glance
- 1st Gear
Free to join, this entry-level tier allows members to earn 5 points per dollar spent. Even at this base level, members can stack coupons for up to $100 in savings, a feature that sets Advance Rewards apart from many competing programs. - 2nd Gear
Customers who spend $500 within a calendar year advance to this tier, earning 8 points per dollar spent. Like 1st Gear members, they retain the ability to stack coupons up to $100, increasing the potential value of each purchase. - Top Gear
Reserved for the most loyal customers, Top Gear status is achieved by spending $1,000 in a calendar year. Members earn the highest reward rate at 10 points per dollar spent, along with full coupon-stacking privileges up to $100.
This structure rewards frequent shoppers without penalizing occasional DIYers, reinforcing Advance Auto Parts’ commitment to inclusivity across its customer base.
Greater Coupon Flexibility: A Key Differentiator
One of the most notable enhancements in Advance Rewards is its expanded coupon flexibility. Members across all tiers can now combine multiple coupons in a single transaction, up to a total value of $100.
In the automotive aftermarket, where repair and maintenance costs can quickly add up, this feature delivers immediate, tangible value. Whether a customer is purchasing routine maintenance items like oil and filters or tackling a larger repair project, the ability to stack discounts significantly improves affordability.
This flexibility also reflects customer feedback gathered from the Speed Perks program. By simplifying rules and removing common friction points, Advance Rewards reduces frustration and increases the likelihood that customers will actively use their rewards rather than letting them expire.
Digital Integration and In-Store Visibility
Advance Rewards has been built with digital-first functionality, seamlessly integrated into the Advance Auto Parts mobile app, website, and in-store point-of-sale (POS) systems. Members can track points, view available coupons, and apply stacked discounts directly from their mobile devices or at checkout in physical stores.
This omnichannel integration ensures a consistent experience regardless of how customers choose to shop. A DIY customer researching parts online can see their rewards balance in real time, while an in-store shopper can access the same information through POS integration without needing separate accounts or manual lookups.
By unifying digital and physical touchpoints, Advance Auto Parts is reinforcing its position as a true omnichannel retailer—an increasingly critical capability as customer journeys become more fluid.
Exclusive Partnerships and Bonus Opportunities
Beyond points and coupons, Advance Rewards introduces a variety of members-only benefits designed to enhance engagement and brand loyalty. These include:
- Exclusive vendor partnerships offering special discounts and promotions available only to Advance Rewards members
- Bonus point promotions on popular and seasonal products, encouraging trial and repeat purchases
- Sweepstakes and promotional events, adding an element of excitement and gamification to the loyalty experience
These features allow Advance Auto Parts to tailor promotions based on customer behavior and preferences, creating more personalized and relevant interactions over time.
Strengthening Relationships with DIY Customers
Loyalty members already represent a significant portion of Advance Auto Parts’ heavy and light DIY business, making the modernization of the program a strategic priority. DIY customers, in particular, value clear savings, fast access to parts, and tools that make repairs easier and more cost-effective.
Advance Rewards supports these needs by aligning incentives with real-world shopping behavior. Frequent customers are rewarded more generously, while casual shoppers still benefit from immediate savings and a straightforward path to higher tiers.
At the same time, the program provides Advance Auto Parts with deeper insights into purchasing patterns, enabling more targeted merchandising, improved inventory planning, and more effective marketing campaigns.
Competitive Positioning in the Automotive Aftermarket
The launch of Advance Rewards comes at a time when the automotive aftermarket is undergoing rapid change. E-commerce competitors, rising vehicle complexity, and evolving consumer expectations are reshaping how parts retailers compete for loyalty.
By investing in a more flexible, digitally integrated loyalty platform, Advance Auto Parts is reinforcing its competitive position against both traditional brick-and-mortar rivals and online-only players. The program’s emphasis on coupon stacking, personalized engagement, and omnichannel convenience reflects a broader industry shift toward value-driven, experience-focused retailing.
About Advance Auto Parts
Advance Auto Parts, Inc. is a leading automotive aftermarket parts provider that serves both professional installers and do-it-yourself customers. As of October 4, 2025, Advance operated 4,297 stores primarily within the United States, with additional locations in Canada, Puerto Rico and the U.S. Virgin Islands. The Company also served 814 independently owned Carquest branded stores across these locations in addition to Mexico and various Caribbean islands.
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