INDEPENDENT garage workshops have carried out the largest volume of MOT testing, servicing, maintenance and repairs over the past 10 years.
The latest stats from Trend Tracker, show that the 66 per cent of transactions were recorded by independent garage workshops, compared to 24 per cent for franchised dealer workshops in 2015.
Independent garage workshops have a distinct advantage, as they are more ‘local’, with four times more non-franchised workshops than franchised workshops. However, research from The Castrol Professional Car Servicing and Repair Trend Tracker shows that with the record number of new car registrations over the last five years, the average age of UK vehicles has been driven down and the pool of repair work is shrinking.
According to MyCarNeedsA.com, the UK’s leading price comparison site where service providers quote for MOT, servicing and repair work, the competition is going to get tougher and garages need to create stand out from competitors.
Scott Hamilton, managing director of MyCarNeedsA.com said: ‘The good news is that independent garage workshops get the lion’s share of MOT work. Research has shown that there is a higher percentage of customers returning to independent garages repeatedly, compared to franchised workshops, which indicates that motorists get a better experience in the independent aftermarket.
‘Competition is tough at a local level, especially where there is a concentration of independent garage workshops, within a one to three five mile radius. The challenge is to reach new, local customers to build awareness and drive bookings.
‘In order to help garages with their local marketing, we have developed a service which gives them a unique opportunity to send bespoke marketing messages direct to customers. We hold a huge amount of data including the ‘change cycle status’, so we can tell our partners how long customers have owned their car and if they are in the change cycle.
‘We can also offer leads to garages and workshops, including customers who live five minutes away, need a service and have owned their vehicle for 30 months.We deliver messages, on behalf of garages and workshops, to a specified target market.’
He added: ‘MyCarNeedsA.com provides the perfect solution for garages looking to work with an online specialist who will supply them with jobs and can provide advice and support on every aspect of digital marketing and services. By registering with MyCarNeedsA.com, we can provide our partners with practical solutions to all aspects of digital marketing and social media. For those service providers who do a good job, we encourage our customers to give trust pilot reviews which is a valuable form of recommendation.
‘Our network of garages and independent workshops are enjoying the benefits of quality MOT, servicing and repair leads from customers in their local area which we pass onto them, as consumers look for the best deal from approved businesses. They can choose the best quote for them, whether it’s based on convenience, recommendation or price.’
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