The initiative includes new business support programmes, simplified product line-up, and exclusive products and services for independent and franchised repairers.
It follows research of more than 15,000 customers and consumers in 14 countries. The results revealed that business customers want a partnership approach, with support services available alongside product supply, in order to increase profitability.
The trade package, entitled Castrol Professional, combines three lubricant brands with support services including aftersales consultancy, staff training, workshop equipment planning and financial assistance with trade loans.
David Goosey, global workshop director of BP Lubricants, says: “In its simplest terms, Castrol Professional aims to combine the products and tools a dealership needs to drive increased profitability.”
The package is designed to help maximize sales, generate additional repeat business and increase the skills base of a workforce. The lubricants involved are Castrol SLX Professional, Castrol Magnatec Professional and Castrol GTX Professional.
Franchised workshops will be trained by Castrol’s team so that they can deal with customer enquiries and recommend the most appropriate lubricant.
Castrol also promotes a ‘top-up’ programme, aimed at capturing additional revenue from motorists who top up their engine oil at least once a year. It will also supply point of sale marketing support about its carmaker partnerships, products and sponsorship of the Euro 2008 football tournament.
Added-value services include consultancy and training programmes to help workshop managers and service advisors drive up profitability in service and parts departments. In addition, dealers can outsource to a dedicated call centre to handle pre- and post-service customer calls, and buy mystery shopping services to monitor their customer service.
Adrian Babezon, OEM and franchised workshop marketing manager for UK & Ireland, says Castrol already works with more than 35% of the UK’s franchised dealers. He adds: “We are the only company of our kind who can demonstrate continued added value to dealers and help drive their profitability from lubricants, parts and labour sales and customer satisfaction levels.
“We are confident that Castrol Professional will drive an increase in the number of franchised dealers we work with in the future.”