Consumers who visit service franchises are not taking a gamble on just any aftermarket parts for purchase — they are turning to technician and owner recommendations to ensure the products used on their vehicle are a sure bet.
Three-fourths of service franchise representatives surveyed in the Aftermarket Business World Service Franchise Study say that their recommendation is the most effective marketing tool utilized to sell aftermarket products to consumers. Coupons, in-store displays and social media, on the other hand, each played a very small role in influencing purchase, results show.
When determining what to suggest to consumers, service franchises focus first on quality, then price. Their opinions have to be spot-on for their clientele, because they face stiff competition from each other, mass merchandisers and independent repair shops, the study shows. So if consumers aren’t happy, they have plenty of places to turn.
But business for service franchises is holding steady, with sales and gross margin expectations throughout this year expected to match figures seen last year.
In terms of supply, these franchises are turning to distributors for parts on an as-needed basis, report 59 percent of respondents. And they most commonly place their orders electronically and over the phone.
Click here to see the full Aftermarket Business World Service Franchise Study results.
METHODOLOGY: The Aftermarket Business World Service Franchise Study was fielded via email to readers of sister publication Motor Age who have identified themselves as such.
