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Auto service franchises say customers listen to their recommendations

Friday, July 10, 2015 - 07:00
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Customers tend to listen to recommendations from auto repair professionals when purchasing vehicle parts, according to the Auto Service Franchise study in the July issue of Aftermarket Business World. The study surveyed franchise owners and managers about their parts buying habits and their sales to customers. Click here to see the study.

When asked what their most effective marketing tool is to sell parts, 81 percent said that it was their recommendation. In-store displays was a distant second with 6 percent of respondents saying that was their most effective selling tool, while coupons/rebates were at 2 percent, and social media also garnered 2 percent.

This was an increase from last year’s survey when 66 percent of respondents said their recommendation was their most effective marketing tool.

This year 64 percent of respondents said that most customers take their recommendations to buy parts while 25 percent said customers always take their recommendations and 10 percent said customers some times take their recommendations.

The number one need of customers of auto service franchise is quality, according to 40 percent of respondents. Price is most important according to 22 percent of respondents, availability was 19 percent and OEM form fit and function garnered 15 percent.

Some 59 percent of respondents said they order parts electronically and 34 percent order by phone. In last year’s survey 48 percent said they ordered electronically and 40 percent said they ordered by phone.

In this year’s survey 58 percent said they expect to sell more auto parts in the next 12 months and 38 percent expect to sell the same as the previous 12 months.

Methodology: The Aftermarket Business World Auto Service Franchise study was fielded to readers of Motor Age magazine via email. Survey results are intended to show general market trends, not statistical certainties.

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