Sellers urged to mix MOT and car service alerts


Advertising Supply have urged sellers to mix MOT and car service alerts to assist maximise aftersales conversions.

It follows after a new survey commissioned by the corporate revealed that 77% of UK motorists can be extra more likely to e book their automotive right into a workshop that discovered a approach to a approach to mix MOT and repair work right into a single go to.

Advertising Supply mentioned the findings are per the expertise of Advertising Supply’s vendor companions.

Jeremy Evans, managing director at Advertising Supply, mentioned: “The buyer analysis and our personal information illustrate the rising significance of well-targeted automation in digital comms.

“Reminders are clearly important for driving workshop utilisation, however they create a giant administration burden for the aftersales division. Automation takes that ache away, however that’s simply the beginning – sellers want to plan campaigns the place messages are personalised, well timed and maximise comfort for the client.”

Motor retailers must preserve the digital momentum they’d accelerated in the course of the pandemic to keep away from potential misplaced gross sales at a time when the market is constricting, Evans will advise attendees on the 2022 Automotive Administration Reside present.

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The corporate evaluated conversion charges from its automated electronic mail aftersales advertising and marketing campaigns from January to September 2022 and located that messages meant to encourage an MOT reserving had a mean conversion price of 12%, whereas these for a service had a mean 35% conversion.

Nevertheless, when the automated messages had been timed to facilitate MOT and repair work right into a single go to by the client, the reserving conversion figures elevated to a mean of 42%.

In Advertising Supply’s new shopper survey, which polled 1,000 motorists throughout the UK, these aged 18 to 24 had been probably the most receptive to the concept of a mixed appointment for each MOT and repair, with 85% saying they might be extra more likely to e book with a workshop that made that doable.

The survey additionally discovered that almost all (59%) would favor to be reminded about service and MOT work between three and 4 weeks earlier than it’s due. Solely 13% mentioned they might not be more likely to e book a automotive in for aftersales work with a vendor or workshop that supplied reminders.

Franchised sellers who fail to promote vehicles with service plans are dropping one-in-five prospects to unbiased garages for servicing work, analysis by JudgeService has revealed.


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