automotive aftersales - what do your customers really want?
DESCRIPTION
Local restaurants have Just-Eat. Holiday homes have AirBnB. Taxi Drivers have Uber. Car dealers and garages have... the paper? Door drops? Read on to find out how you can REALLY reach your customers as they next research their servicing or repairs. First presented at the Frost And Sullivan 'Urban Mobility 3.0' conference, 25 June 2014TRANSCRIPT
From Meerkats to Motoring
Alex Rose - Marketing Director25 June 2014
Reality check: Cars are 7.7 years old
I am 8!
Service Plans?
Warranty?
Connected car?
Utterly Dependent?
The Family Workhorse?
Who Are We?
Aggregator / ‘compare the market’ for servicing/repairs4,600 dealerships, specialists and mobile mechanics4000 monthly leads, typical vehicle age 4-8 years oldGarages pay a 3.5% commission when they win new business
WhoCanFixMyVan / WhoCanFixMyBike launch this summer!
How does Who Can Fix My Car work?
How does Who Can Fix My Car work?
A day in the life of Mr 2006 Ford Focus
08:00
13:00
13:00
17:00
18:00
20:00
20:00
“What just happened?”
5x expectations of today’s online consumer
SocialLocalMobileVideoAggregation
These trends are not new! Meet them and WIN BIG.
4/5 (no video)$13bn
combined value
5/5$50-60bn
combined value
This was the choice at 20:00
Which is most like your service marketing TODAY?
OR
09:00 – Saturday –The car needs a service
09:00 – Saturday –The car needs a service
09:00 – Saturday –The car needs a service
09:00 – Saturday –The car needs a service
Who is doing aftersales well?
Who is doing aftersales well?
Who is doing aftersales well?
Who is doing aftersales well?
Who is doing aftersales well?
In conclusion
The average car is a 7.7y/o ‘workhorse’…
…but their drivers are smart consumers
They spend 000’s with you but their expectations are not being met as they are elsewhere in their lives
The big five: Social, Local, Mobile, Video, Aggregation
To move forward, benchmark outside of the automotive industry