Dealers can take on the fast-fit chains, GForces’ head of retail Paul Hilton told a workshop on marketing and selling aftersales products and services online.
NEED TO KNOW
♦ Dealers can use franchise- and location-specific keyword to compete with fast fit chains online
♦ Online service bookings are essential
While dealers cannot compete in online search for generic keywords, franchise-specific, geo-location keywords offer more opportunity. With some independents and fast-fits receiving low review scores online, franchised dealers should highlight their typically high customer service scores.
Online service bookings are essential as 36% of bookings are made out-of-hours and website design should be optimised to cater for the 30% of visitors on mobile devices. Other areas to include are retailer-driven service plans online and an internet parts and accessories shop.
Hilton also offered tips that dealers could adopt from independent and fast-fit players and comparison and referral websites:-
♦ In ‘n’ Out – express MoT and services with the emphasis on convenience.
♦ Formula One – reputable autocentres with online booking and payment.
♦ Servicing Stop – online booking and a strong online reputation while Spotify promotions attract younger drivers.
♦ Click Mechanic – online booking and transparent pricing appealing to entrepreneurial mechanics.
♦ Whocanfixmycar.com – owned by Trinity Mirror Group, it allows repairers to quote for work and is active in the three- to four-year-old vehicle parc, providing an opportunity for franchised dealers.
Hilton said: “Look at your contact strategy and engage with your customers early on as retaining customers is easier and more profitable than finding new ones.”