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Many dealers fail to catch buyers on their web-sites
publication date: Aug 8, 2009
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author/source: Robin Roberts
The vast majority of the UK’s car dealers are missing
out on valuable aftersales income by failing to offer an effective
aftersales ecommerce facility on their websites.
According to G-Forces,
the UK’s leading specialist automotive web management firm, only 16 per
cent of the UK’s top 200 dealers have websites that feature an online
parts or accessories shop.
G-Forces’ analysis indicates that only 20 per cent of dealers in the
top 100 have an online shop, compared with just 11 per cent of those
ranked 101 to 200. The company says dealers can use ecommerce software
to boost profits, transform their parts department into a 24/7 sales
operation, and pull in customers from well beyond conventional
territorial boundaries.
Franchised dealerships with online shops report that they attract
significant extra parts income from independent garages, as well as
from consumers. In addition, visits to these dealers’ websites are also
generating significantly greater volumes of telephone and walk-in sales
enquiries – in the instance of one G-Forces customer, enquiries have
quadrupled.
G-Forces is a leading player in the provision of ecommerce solutions to
UK dealers – of the 31 in the top 200 that do have an online shop, nine
are currently supplied by G-Forces. | | “Parts and accessories sales can be one of the most
lucrative profit centres for retailers, and yet UK dealers of all sizes
– from major groups to solus independents – are failing to implement
basic ecommerce platforms that would allow them to maximise online
income,” comments Tim Smith, Commercial Director at G-Forces. “And it’s
not just about increasing parts sales. Our customers have found that an
engaging ecommerce site can facilitate cross-selling, for example by
generating leads for repair work when a customer enquires about
purchasing parts online.” |  | He continues, “Vehicle retailers must create ecommerce
infrastructures that offer the convenience, immediacy and
presentational standards expected by the fast-growing volume of
consumers now researching and transacting the majority of their
purchases online. Dealers should ensure that their online presence –
their ‘digital dealership’ – is not just geared-up to market new and
used cars, but also equipped to sell parts and accessories direct. They
must wake up to the fact that they can no longer rely solely on
face-to-face customer contact to maintain parts income.”
G-Forces’ own ecommerce solution, Tiger Commerce, costs from just
£17.99 per month. Dealers can take out the Tiger Pro package at £249.99
per month for 12 months, which includes design, setup and support
services.
“Many of the UK’s leading dealers have proved that using our ecommerce
software is simple, cost-effective and leads to substantial increases
in turnover. Some now generate a significant proportion of their
revenue through carefully developed online stores, and have taken on
additional staff to cope with the increased demand,” concludes Smith. |
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