Giving dealers the right tools...
Service marketing by dealers is subject to:
Complexity of the offer
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service/repair complexity
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number of vehicle variants within models
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price variation caused by differing Labour Times or parts pricing
Communication
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clarity of the offer
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adhering to brand guidelines
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consistency of the offer across all dealers
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the low priority dealers give to marketing literature
Flexibility
A number of manufacturers have dealt with the complexity issue by implementing Menu Pricing programmes that provide an instant quotation for the comparatively small range of service/repairs that typically constitute 80% of the throughput of the workshop.
A menu consists of a particular repair operation for one or more vehicle variants that share the same Labour Time and parts content. By combining the dealer labour rate (variable by repair skill level) and the parts prices, the specific price for that repair can be quoted.
To improve service marketing further we have developed a web-based application, SMART. It enables better communication with:
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dealer retail and fleet customers
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prospective retail and fleet customers
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the independent motor trade
SMART provides the templates and framework to create simple free format offers for a variety of media:
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library of corporate identity compliant literature templates
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pre-formatted national promotion/campaign templates
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creation of free-format offers
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output of customised 'ready to print' marketing literature
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export process for revised offers to external systems such as the dealer management system using XML/SOAP
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export of pricing data/promotional offers to
websites
SMART provides the ability for a dealer to output:
The dealer may create ad-hoc marketing literature to support their own initiatives.