BARCELONA, Spain -- EMM International, a manufacturer of shop materials and supplies based in The Netherlands, hopes to change the global bodyshop landscape by introducing a new franchise concept aimed at enhanced customer service and performing minor repairs while the customer waits.
Presented by Managing Director Thomas van der Kooij and Business Development Director Peter de Roo, the GO! Car Repair® concept had been on EMMs agenda for six years as the company explored the idea of efficiently handling speedy repairs. The definition of “speedy” includes repairs that can be performed in less than two hours.
In the U.S., EMM plans to conduct training at the start of June for manufacturer reps and its major distributor, Bonding Solutions of Salt Lake City, Utah. EMM has no plans to approach shops directly about the idea.
“It’s a franchise offering that we will offer to our distribution chain,” said van der Kooij. “Many people have shown an interest based on sneak previews.”
The EMM GO! concept was announced prior to the start of the 2014 IBIS Conference, taking place this week at the Hotel Arts in Barcelona. IBIS annually gathers collision repair professionals from around the world for high-level discussions and market analysis of the global repair market.
EMM’s de Roo said the first Go! franchise opened six or seven months ago in the Netherlands with a soft launch to resolve any hiccups in the new program. Incorporated into the shop is a waiting room with wifi and workspace for customers, refreshments and a live TV feed of vehicles being repaired.
“It’s a different way of thinking. Everybody used to see us as a supplier of materials – mixing cups, films, sandpaper. Nobody could grasp in the beginning why we would take on this initiative,” said de Roo. EMM brands include Colad, Hamach, Tander and Ronin Tools.
In Spain the company announced a new Colad Easy2Check® spray product available in June, which allows techs to easily check the sanding process for any flaws and to improve the color matching process. EMM also touts its efforts in sustainability, producing recycled masking paper to reduce deforestation associated with new paper production.
The reasons for the launch of GO! center around the overall benefits for everyone involved. Consumers appreciate a process where they don’t have to leave their vehicle for several days for a minor repair, or pay rental car fees. Shops prosper from a more efficient process and increased workload. The pilot shop, for instance, realized a 10-percent increase in business in the first month, said de Roo. The shop was able to attract new customers who wouldn’t have gone to the facility had the two-hour or less repair process not been in place.
If a driver comes in for an estimate and the shop can’t turn that job in less then two hours, the shop has a chance to sell the customer on a larger repair. “At that moment they have the full attention of the customer and they can really sell the larger job,” said de Roo.
Subscribe to ABRN and receive articles like this every month…absolutely free. Click here
