Dealers recognising the growing importance of the web, what about you?

Dealers are recognising “traditional earners” including parts, accessories and tyres have moved to the online domain.

Web management agency GForces will be highlighting the importance of offering these products via websites to win back lost business at the upcoming AM Aftersales Conference later this month. The conference aims to highlight simple ways to encourage customers to consider franchised dealers for parts, accessories and tyres in a workshop session.

It’s just one of three conference sessions aimed at boosting profits through aftersales. The key advance message is based on “drawing attention” to tyres on a dealer’s website so it increases the chances of being found in browser web search. The key message from AM is to ensure you are aware of how consumers shop (comparing prices over the web before making purchase decisions) and to have a presence in the online marketplace.

A spokesman commented: “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.”

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2 Comments

  1. Garage Wire believe web search – particularly local search via Google is of critical importance. Our research suggests franchised dealers are ahead of independents in this area… Most independents generally falling into one of three categories :
    First, comes garages with either no website or no significant local search visibility on key products or search terms. Then come those over-relying on third party work provision, soft franchise or affinity schemes for web traffic. Finally come those with sites that are visible but lack key functionality to view prices, book or purchase. It’s a complex area; start to make sense of it by using the button above to request a free report.

  2. Garage Wire believe web search – particularly local search via Google is of critical importance. Our research suggests franchised dealers are ahead of independents in this area… Most independents generally falling into one of three categories :
    First, comes garages with either no website or no significant local search visibility on key products or search terms. Then come those over-relying on third party work provision, soft franchise or affinity schemes for web traffic. Finally come those with sites that are visible but lack key functionality to view prices, book or purchase. It’s a complex area; start to make sense of it by using the button above to request a free report.

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