Four ways dealer groups can beat independents on digital aftersales

3 November 2014

Create great video content

Video also plays an important role in the consumer journey for aftersales, with one in five consumers already using it as part of their research process. Furthermore, it is growing in importance – seven out of 10 consumers have said video will feature the next time they research an aftersales purchase.

As discussed in my last article, this doesn’t require the directing skills of James Cameron, but a simple “Hero, Hub, Hygiene” approach (am-online.com/videotips):

♦ Get your mechanics involved in video to create an authentic insight into the aftersales department for consumers.

♦ Make sure your content is put in front of the right consumers through marketing.

♦ Make sure it is easy for consumers to click straight through to your website after watching your videos.

3: Make digital work multi-screen >>

Marketing & CRM

Comments (4)

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Reg willcox - 03/11/2014 14:59

Never mind all this cock and bull, its down to pricing. Dealers cant or wont match the independents simple as that
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Alex Rose - 04/11/2014 16:29

Hi Reg - it's not quite as simple as that. We (WhoCanFixMyCar.com) looked into this and our findings were published by AM-Online here: http://www.am-online.com/news/2014/10/7/exploding-the-myths-in-the-franchised-v-independent-servicing-battle/37024/. There is, of course, a price difference between main dealers and independents, but it's smaller than you might think according to our data. Just 6% in the case of routine servicing and MOTs. Cheers Alex
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Stan Wilson - 04/11/2014 19:01

Hi Alex/Reg/Hugh, Firstly Hugh, franchised dealers pumping more spend into aftersales marketing (i.e. Google PPC) is going to be nice business for Google, but you are going to start a price war on aftersales related keywords, much as there has been between the used car portals for many years. The result, garages having to pay more to market their services, either directly with Google or via the new aftersales start-ups you mention, and this cost has to be recovered somewhere - and the consumer will end up paying. Alex, whilst your research was semi-interesting, when publishing figures you need to also explain the data it is based on. What is the sample size, how many of the jobs analysed were quotes vs. won (and carried out) work? You might have 50k users and 4k garages but how many of these had work carried out - very few I suspect. Reg, a lot is to do with the perception of pricing - whilst there isn't much difference between franchised and independents (although much higher than 6%) customers think there is. The other important aspect is quality of work. Independents have to do much more to prove they are good at what they do, with Franchises they have the brand awareness of the Manufacturers... What is more interesting is that a Google representative can get a feature article on AM - shouldn't it be called a Sponsored Ad? Regards.
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- Alex Rose - 05/11/2014 07:09
  
  @Stan Wilson - hi Stan - happy to send you the original release if you like. As we take our commission when the work is carried out I can say with some relief that a good proportion of the quotes are, indeed, carried out. Drop me a line on alex@whocanfixmycar.com if you'd like to hear more.
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Steve - 14/05/2015 21:07

As an industry Aftersales professional for a long time, let me tell you that I have had sizeable fleet customers walk away from me to independents, for a lower labour rate (and probably), some form of "sweetener". Only to return to us later after some analysis of their spend, versus us. Yes, their labour rate may be lower, but the hours invoiced are considerably higher.
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