New research by web management company GForces shows that franchised dealers are ‘failing to take simple steps to help drive their aftersales revenues’, giving vital ground to fast-fits and independents.
Less than a third (31%) of the UK’s top 200 dealers by turnover have websites with an online shop where customers can purchase vehicle parts and accessories.
Only 9.5% currently enable customers to book in for a service via their website.
Fewer still, just 6%, use their website to promote service plans, with a similar number offering the ability to purchase tyres online – an area where fast-fits dominate and successfully cross-sell other services.
Tim Smith, commercial director at GForces, commented: “Aftersales is critically important, providing around 80% of dealer profits, as well as providing the platform for driving customer satisfaction and loyalty.
“Implementing a proper aftersales web strategy can have a dramatic impact. We have seen customers that have introduced online service bookings increase take-up by over 500%.”