Aftermarket focus: digitalisation
Much of what makes the modern world tick depends on digitalisation. We order clothes, food, and all sorts of accessories via digital platforms, whilst a whole array of life’s administrative appointments are booked via the internet and mobile applications.
Larger companies are accustomed to providing digital solutions to meet many aspects of their offering, but smaller, independent businesses may not feel they have the resources or the customer base to offer digital services on this scale.
Hence, the dilemma for many automotive aftermarket business owners. Often small, independent companies that pride themselves on excellent customer service and a skilled pair of hands, both attributes that should absolutely remain a stalwart of any business, but can they compete on a level playing field if digitalisation is not something they put in place?
The costs associated with building a digital platform are likely to be the biggest stumbling block and are perhaps seen as a problem for the future, rather than today. But what is the cost of not prioritising and moving with the speed of other industries? There are numerous reports and articles available online predicting the need for more digitalisation in the automotive aftermarket sector. In fact, as far back as 2016, the UK-based Society for Motor Manufacturers and Traders (SMMT) report titled ‘The Digitalisation of the UK Automotive Industry’, noted that “by fully embracing digitalisation, the automotive sector stands to gain £6.9 billion every year by 2035.”
Digitalisation clearly offers the aftermarket a chance to expand their horizons. In the digital age, younger consumers often prefer to access services via their smartphones and laptops, rather than rely on phone calls and in-person visits. Independent garages could view this digitalisation as building on their existing customer service credentials. Providing an easy-to-use digital platform to enhance customer experience could be the differentiator that wins over a whole new customer sector, and ensures that while the phone may stop ringing, business continues to grow.
