Advance Auto Parts Overhauls Loyalty Program to Boost DIY Customer Retention
Event summary
- Advance Auto Parts launched Advance Rewards, replacing the Speed Perks program, on February 2, 2026.
- The new tiered loyalty program offers higher rewards rates and greater coupon flexibility, with tiers ranging from 5 to 10 points per dollar spent.
- Members can combine coupons for up to $100 in savings and access exclusive vendor partnerships and promotions.
- The program is available at all Advance locations and online, with integration into the mobile app and POS systems.
The big picture
The loyalty program refresh aligns with broader retail trends emphasizing personalized digital experiences and omnichannel integration. For Advance Auto Parts, this move is critical as it competes with both traditional auto parts chains and digital-first disruptors targeting DIY customers. The company's 4,297 U.S. stores and additional international locations provide scale for this program's potential impact.
What we're watching
- Customer Engagement
- How the enhanced rewards structure will affect DIY customer frequency and spend.
- Competitive Response
- Whether rivals like AutoZone or O'Reilly will accelerate their own loyalty program upgrades.
- Program Adoption
- The pace at which Advance Rewards members migrate from the legacy Speed Perks system.
Related topics