Car dealers not using web enough
Franchised car dealers are missing a trick by 'failing to take simple steps to help drive their aftersales revenues', and as a consequence independents and fast-fits are taking advantage, according to research from GForces, a web management company.
Of the leading 200 dealers by turnover, only 31% have a website that includes an online shop for accessories and spare parts. While customers looking for a service can do it online at only 9.5% of the dealers.
Only 6% use their website to promote service plans and around the same number have the facility to purchase tyres through the internet. This is a facility that is dominated by the fast-fits, and they promote other products successfully through the service.
Tim Smith, commercial director at GForces, said: "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%."
published: 10/09/2012 17:00:00