I always wonder how O'Reilly and such stay in business when inependentents and NAPA seem to be a lot better to me. I was driving with one of my guys last week, and we went by O'Reilly and I remarked that. He immediately said, I buy all my stuff there. He went on to say that when he went into NAPA, they treated him like ****, kept talking to the resident stool warmers, and generally talked down to him and made him feel stupid because he wasn't a car guy or mechanic. O'Reilly to him is like Wal-Mart, you go in, go down the aisles, pick what you want, see the price, or go to the counter and the guys look up and sell parts to you, no embarrassment, no insider fraternity.
So, he avoids NAPA for the same reasons I go there: They have the knowledge to deal with a more sophisticated customer, but don't communicate well with non-car guys.
I think it's a lot like why Lowes has displaced local lumberyards: they price things, put them out where you can see them, and don't talk down to non-contractors. They realized that it was more profitable to sell $500 each to 10 homeowners at a 35% markup, than to scrape their profit down to 7% on a $20,000 house package for a contractor. To do so, they had to put clear pricing on the item, put it out where the homeowner could look at it for long periods of time and decide what they were doing, and put clerks out there that would treat the homeowners courteously and answer their beginner questions in a reasonable manner. What a concept! And it worked.
Autozone has gone one step further, and even loans out the tools in addition to selling the parts, and lets you work on it in their parking lot if you need to.