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Dealers missing out on online aftersales

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%.”

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