How Culture Fuels O’Reilly Auto Parts

Reflecting on the O'Reilly Leadership Conference 2024

February 21, 2024

Since 1957, when a single store was opened in Missouri, O’Reilly has grown to become the dominant auto parts retailer, with over 84,000 team members. The most incredible thing about O’Reilly, though, is the incredible company culture. O’Reilly’s commitment to its customers is incomparable, and they have achieved that by serving their team members first. 


Every year, O’Reilly has a Leadership Conference where all management teams gather across all of their branches. (You read that right… all of them.) With over 8,000 team members in attendance, the energy was palpable, and the excitement was contagious. From general sessions to inspiring keynote speakers, the conference was a celebration of leadership, innovation, and camaraderie.

This year marked our second consecutive year attending this extraordinary event, and let us tell you, it was nothing short of incredible! From heartwarming interactions to insightful discussions, here’s a recap of our unforgettable journey at the O’Reilly Leadership Conference 2024.

People First: The O’Reilly Way

Prioritizing people is ingrained in the O’Reilly DNA.  From day one, they’ve been embracing a culture that champions internal talent promotion and cultivates ongoing feedback loops, every individual—from the store floor to the executive suite—is esteemed and empowered to thrive. That’s why every leader across the organization meets year after year to connect, share resources and collective learnings, and realign.

Driving Engagement at Every Turn

An engaged workforce is the engine that drives success, and O’Reilly understands this principle better than anyone. By fostering a two-way feedback loop with its team members, O’Reilly ensures that every voice is heard and every idea is valued. 

By prioritizing reporting and analytics, O’Reilly captures valuable insights to understand what’s working and make data-driven adjustments. From tracking team readership metrics to monitoring execution rates, O’Reilly ensures they stay on the right track to success, mile after mile. (And we witnessed it firsthand! From accessing conference information to participating in surveys and feedback sessions, Zipline was everywhere, seamlessly integrated into the conference experience.)

Through our interactions at the Zipline booth, we received valuable feedback and insights from O’Reilly team members, further reinforcing the importance of effective communication tools like Zipline. The enthusiasm and engagement of attendees underscored O’Reilly’s commitment to investing in the growth and development of its people.

By prioritizing the needs and feedback of their team members, O’Reilly ensures that they remain on the path to continued success and innovation.

Steering Towards Success Important Partnerships 

At Zipline, we’re proud to collaborate with brands like O’Reilly who prioritize employee engagement and foster a culture of excellence.

We’re honored to be trusted more than just another vendor—Zipline isn’t just software—it’s a partnership. Together, we navigate the twists and turns of the business landscape, ensuring that every pit stop leads to growth and success. As O’Reilly continues to accelerate towards the future, we stand ready to support them every step of the way.

O’Reilly understands that providing its people with robust communication tools, such as Zipline, is essential for navigating the challenges ahead with confidence and clarity. By equipping team members with these tools, O’Reilly ensures that everyone understands the company’s strategy and their role in achieving it, and has a platform to voice questions, provide feedback, and celebrate team successes.

With Zipline,  O’Reilly Auto Parts can do all of those things and more.

There are a few reasons that the team leaders at O’Reilly love Zipline:

  • Less duplicative communications and more targeted emails to their team members.
  • A centralized place to track, create, and assign tasks.
  • A better resource repository with amazing search capabilities.

“Zipline is my BFF! I like to read before I get to my store, so I’m already in the know!”

A HUGE thank you to O’Reilly for welcoming our Zipline team to celebrate and collaborate with you!


Zipline is how best-in-class retailers bring brand strategies to life in stores. A unified platform for operational excellence, Zipline brings together frontline communications, task management, resources, insights, and more– so everyone feels connected to the brand and inspired by their work.  Ready to take your store teams to the next level?  Schedule some time to find out why best-in-class brands just like O’Reilly Auto Parts use Zipline to keep today on track! 

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