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Dealers can win back aftersales business lost to fast fits with the web

Traditional earners – parts, accessories and tyres – have moved to the online domain and dealers need to be offering these products via their websites in order to win back business which has been lost to the fast fits.

Web management agency GForces aftersales lead Richard Singleton will illustrate how dealers can entice motorists back to dealerships for tyres, parts and accessories purchases when he takes part in AM’s Aftersales Conference on 24th April 2013. Singleton will highlight simple ways to encourage customers to consider franchised dealers for parts, accessories and tyres in a workshop session, one of a choice of three which focus on ways to boost revenue in the aftersales department.

Sponsored by GForces, the conference takes place at the Hilton Hotel, located in the complex of the newly opened national football training centre St George’s Park in Burton on Trent, East Midlands.

Comments Singleton: “It can be as simple as drawing attention to tyres on a dealer’s website so it increases the chances of being found when browsers search.

Consumers are not necessarily buying tyres online but they are researching costs and availability, they will undoubtedly be looking for the fast fits but if franchised dealers highlight their offering and as long as their prices are competitive, they stand a good chance of winning back some of this business.”

Singleton will provide trends and analysis to illustrate how consumers make their buying choices which will enable dealers to make small but potentially fundamental changes to their websites to increase traffic and ultimately sales.

It’s a similar story for parts and accessories, according to Singleton, as motorists looking for parts such as windscreen wipers or even accessories like car mats will search online to compare products and prices.

However, if a dealer is promoting parts and accessories online along with attractive pricing and a strong brand message, consumers could well be pleasantly surprised to find the items they want at a reasonable price from the franchised network.

Adds Singleton: “For the past 10 years, dealers and manufacturers have been concentrating on their new and used car presence particularly with the development of sophisticated used car locators and finance calculators but aftersales has been completely neglected online.

"Many manufacturers and dealers are now investing in ensuring they enjoy a high presence for their aftersales products like service plans, tyres and accessories as well as facilities like online service bookings in a concerted effort to win back business which had been lost to aftermarket competitors.”

Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Nicola Baxter on 01733 468289, email or visit

Click here for aftersales best practice and procurement insight

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  • ICEAGE - 02/04/2013 16:22

    There is only price in this market