How FASS Drives 11% of Revenue With REP AI

When your product catalog includes more than 200,000 SKUs, helping shoppers find the right item quickly becomes mission-critical.

That was the challenge facing FASS Motorsports, a brand in the FASS family of companies, known for fuel systems and aftermarket upgrades for trucks and off-road vehicles.

With thousands of automotive parts and accessories available, customers often arrived knowing exactly what they needed, but struggled to confirm whether a part fit their vehicle or locate the best option across the catalog.

The team knew they needed something more scalable. That’s when they found REP AI. 

Today, REP helps power 11% of the brand’s total revenue while resolving the majority of customer questions, automatically.

The Problem: Complex Product Discovery

Before REP, FASS Motorsports handled customer questions primarily through email.

“We only had a basic email in the footer that said, ‘If you have problems, email this,’ explained Kallen Maurer, head of ecommerce at Fass.

This meant customers who had questions about products—especially size and fit questions for vehicle parts—often had to wait for a response before making a purchase.

At the same time, the brand’s massive product catalog made discovery difficult.

Customers browsing the site relied on:

• Navigation menus
• Search functionality
• Google indexing

This often created hesitation during the buying process. “We have so many products that some can get lost. Customers might not find what they need even if we carry it,” Kallen shared.

The team needed a solution that could:

• Provide instant answers to product questions
• Help shoppers discover the right products faster
• Deliver 24/7 coverage for both sales and support

The Solution: Using REP AI to Power Support… and Sales

Fass implemented REP AI to create a conversational layer across the entire website. The goal was to help shoppers answer questions, find products, and complete purchases.

Since launching REP in October 2025, the brand has adopted nearly the full agentic AI platform, including:

• All Sales Skills
• Agentic support for 24-hour coverage
• Marketing Apps for subscriber capture
• Try-On functionality for apparel

Together, these capabilities allow REP to support customers across the full buying journey—from discovery to purchase to post-purchase support.

1. Driving Conversions With REP Sales Skills

Fass has enabled 100% of REP’s Sales Skills, allowing the AI to actively assist shoppers throughout their browsing experience.

These skills detect shopper behavior and step in when visitors appear disengaged, offering contextual assistance before they leave the site.

REP’s Sales Skills engage visitors across:

• Homepage
• Collection pages
• Product pages
• Landing pages

For example, REP frequently answers size and fit questions, which is one of the most common barriers to purchasing automotive parts.

A shopper might ask: “Will this fit a 2018 F-250?”

REP analyzes the product data and immediately confirms compatibility. It can then provide a direct Add to Cart action within the chat.

“A lot of conversations are just a simple add-to-cart interaction,” Kallen said,” and that’s because customers get the confirmation they need and then buy.”

REP’s Sales Skills also help rescue abandoned carts by proactively re-engaging shoppers who appear to be about to leave without completing their purchase.

Today, roughly three-quarters of conversations on the site are sales-related, demonstrating how frequently shoppers rely on the AI assistant while browsing.

2. Automating Customer Support at Scale

In addition to driving revenue, REP handles a significant portion of Fass’ support workload through REP’s chat widget.

The AI assistant answers questions about:

• Product details
• Fitment compatibility
• Order changes
• General customer inquiries

In many cases, REP resolves issues entirely without requiring human intervention. Here’s an example:

A customer accidentally placed an incorrect order and was able to cancel it within minutes through REP without needing assistance from the support team.

“It was really cool seeing a customer cancel an order five minutes after placing it without anyone on our team needing to touch it. In the past, that would have been a whole process of the customer submitting a ticket and some back and forth before the order was cancelled.”

This type of self-service support improves customer experience while freeing internal resources.

By enabling these Support Skills, Fass can provide 24/7 assistance without expanding their support team.

3. Capturing Email Subscribers With REP Marketing Apps

FASS Motorsports is also using REP’s Marketing Apps to collect customer contact information during conversations.

When customers interact with REP, the assistant can prompt them to subscribe to updates or capture their email during support interactions.

This information flows directly into Klaviyo, where it supports segmentation and future campaigns.

Although email marketing is still an area the brand plans to expand, REP is already helping build the foundation for that program.

“Anything we can do to capture customer emails and information is valuable because we know we’ll use it later,” Kallen said.

4. Experimenting With REP Try-On for Apparel

Fass is also testing REP’s Try-On feature, which allows customers to upload a photo and see how apparel items might look on them.

While the company primarily sells automotive parts, it also has a growing line of branded merchandise.

The Try-On feature allows shoppers to preview items like T-shirts before purchasing.

“We have a lot of customers who love our apparel, so it seemed like a cool feature to experiment with. I’m excited to see more people use it.”

The Results

Since implementing REP AI, FASS Motorsports has seen measurable improvements in both revenue and customer experience.

Revenue Impact

Customer Experience Metrics

• 98.28% customer satisfaction
• 96.17% conversation resolution rate without human intervention

The results quickly convinced internal stakeholders who were initially skeptical about the investment.

“In the beginning, some people were unsure of REP, but within a couple weeks, everyone saw the impact.”
‍
Kallen Maurer, head of ecommerce at FASS Motorsports

Looking Ahead

Fass continues to expand how it uses REP across its ecommerce operation.

The team regularly adopts new features and views the platform as a key part of the brand’s future growth.

For a business managing hundreds of thousands of products and thousands of daily customer questions, REP has become more than a support tool.

It’s now a core driver of both revenue and customer experience.

“I really think this is the future of ecommerce. Soon every site will have something like this.”