According to Motoring (.co.uk), many consumers find it difficult to access the aftersales areas of dealer websites.
New car configurators, download brochure options, ‘book a test-drive’ and ‘locate a dealer’ tools all feature prominently on many manufacturer homepages, but most don’t include a ‘book a service’ button.
As a result, aftersales areas are not receiving the volume of traffic they should be, despite investment in service package software and advertising support.
Chris Green, sales director at Motoring, commented: “There has been huge investment by manufacturers in software to help boost aftersales income. The problem is that the aftersales areas are not prevalent enough on manufacturer and dealer websites.
“BMW is a shining example of best practice in the way it has packaged its service plans. The current national press ad campaign will be building awareness of BMW’s low-cost service plans. However, the service plans are not promoted on the homepage.”