Opinion: Digitalisation here to stay and more important for workshops than ever

Euro Car Parts CEO Andy Hamilton unpacks the digitalisation opportunity for independent garages

Opinion: Digitalisation here to stay and more important for workshops than ever
Image: Bigstock.

When the COVID-19 pandemic forced us into lockdown in March last year, eCommerce came to the rescue.

Businesses in all sectors were forced to re-evaluate and digitalise their operations, so that their goods and services remained relevant and accessible.

And while some of the trends that arose during the pandemic be left happily in the past – Zoom quizzes spring to mind – digitalisation is here to stay.

Digitalisation was already on radar for the independent aftermarket before the pandemic took hold, and now it’s more important than ever.

Independent garages don’t just need to keep up with the rest of the automotive sector in terms of digital connectivity, solutions and skills on the workshop floor; they also need to provide a level of service that matches providers in other sectors, which means interacting with customers on digital channels.

Related: Skoda trials augmented reality glasses for technicians

The automotive industry as a whole is going through a period of unprecedented technological and regulatory change – not to mention navigating the disruption caused by Covid – and it’s vital that the aftermarket doesn’t get left behind.

Digital solutions have been proven to have a positive impact all the way along the value chain, starting with the way garages bring in customers, schedule jobs and order parts, right through to taking payment once the work has been completed. Here are some good places to start.

Garage Management Software (GMS) can boost efficiency and productivity by automating key processes, reducing the managerial burden on garage owners.

Using data to predict the length of each job is the best practical approach to scheduling work, and means that garages can maximise billable time while ensuring that the correct level of resource is in place.

Related: Emissions analysers added to connected MOT equipment rule changes

This is especially important given the disruption to seasonal demand patterns caused by the pandemic, which has made workloads much harder to predict.

Our own software, CarSys, uses Haynes Pro data to underpin scheduling and quoting for work, supported by stock management features and integration with our catalogue for any parts that need buying in.

The system also provides a simple, integrated platform for quoting and invoicing, helping to streamline customer communications and ensuring a top-quality service from start to finish.

With demand set to pick up as we move along the government’s ‘road out of lockdown’, independent garages must take full advantage – which means minimising time lost to unnecessary admin, and freeing up the phone lines for inbound customer calls.

Related: DVSA calls on public to help combat MOT fraud

Buying parts online is quicker and easier than placing orders over the phone – and it can be done at the touch of a button, from the workshop floor.

Every order placed through our trade website, Omnipart, comes with a digital footprint, so it can be tracked until the moment it’s delivered, and returns and warranties are easier to manage.

Having complete visibility over delivery times also helps with scheduling work and increasing uptime in the workshop.

We recognise that we must invest in our own digital capabilities to help garages do the same, and encouraging the use Omnipart is a big focus because we’re big believers in its potential to help garages run slicker, more profitable operations.

While many customers will still book appointments by phone so they can discuss what’s required on their vehicle, it’s likely that they’ll choose a garage through online search.

Related: New tyre labelling to be introduced from May

And even if they’ve been given a word-of-mouth recommendation, they might well check out the garage’s website or social media channels before going ahead.

That’s why it’s vital that garages invest in their digital presence, which includes their websites, social media channels and other digital customer communications like emails.

Doing so isn’t difficult, and social media in particular provides a forum for customers to leave positive reviews, helping to bring in even more business.

We offer management training courses through our AutoEducation Academy that cover the basics, to ensure garages’ digital presence is up to scratch.

Amid the events of the last year, many garages were understandably focussed primarily on survival, but now it’s time to look ahead.

And with more and more of our day-to-day lives shifting online, digitisation should be top of the agenda.

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