Technology innovations on tap for auto service

For tire and automotive aftermarket dealers, customer service is key for success, but that spans beyond a smile at the counter in today's competitive market.

Embracing technology to analyze productivity, accessing information faster and better serving the customer is the bottom line.

Software developers create programs ranging from the bare bones of what a retailer needs to complex, innovative ideas.

A custom-designed, mobile responsive website is a must for dealers, said Margaret Klemmer, chief business development officer for Autoshop Solutions Inc., an Apex, N.C.-based website design and Internet marketing agency.

"They need to be driving traffic to that website using paid search and search-engine optimization to make sure they getting found in their local market by people searching for a place to purchase new tires and tire-related services," she said.

Technology experts agree that it's not enough just to have a website, but that a complete digital presence serves dealers better.

"In 2017, your website and SEO strategy is still essential, but there is a new component to your business' digital footprint — social media," said Rich Mullen, director of business development for Net Driven, a Scranton, Pa.-based website developer.

"It is essential that your business is not just visible on social media, but is also active. Today, customers regularly use social media sites, such as Facebook, to find your business' contact information and other details, such as your business hours."

In the shop, Dave Vogel, executive vice president of ASA Automotive Systems Inc. and president of ASA's TireMaster business, said retailers need to use software for more than estimates or looking at records by date.

"Analyze your services so you can look at what's selling, or more importantly, what's not selling," he said.

By evaluating data, tire and automotive aftermarket dealers can ensure employees are doing proper inspections and evaluate what is selling and if services are priced correctly.

John Fischer, vice president, sales and marketing at MAM Software Group Inc., agreed that correctly recording and suggesting declined and future required products and services are essential to tire dealers.

He recommends retailers connect electronically to tire wholesalers and parts companies for inventory inquiry, price check and ordering.

"Our VAST point-of-sale (POS) software allows a dealer to perform these tasks from within a VAST work order to accurately estimate a tire sale or service job, and this helps the dealers be more efficient by automating the PO creation, receipt of product and integration to accounts payable," Mr. Fischer said.

Scott Holden, regional software sales manager, West, for TCS Technologies, added that POS software that can view distributor inventory levels, with the dealer's costs, within the software, is vital.

"Most dealers are ordering tires from a local distributor, and we give them the ability to do so directly from the software," he added.

"There is no need to open a separate Web browser to source tires and parts, so combined with customer invoicing and integrated accounting, our software makes the shop and its people much more efficient. It's drastically reduced the time it takes to quote and process customers."

Missed opportunities

While many dealers are embracing technological advancements to better their businesses, many others lag behind. Some shops still conduct business manually, while others don't take full advantage of the software they pay to use.

"Many dealers are using very little of the overall capabilities of the software that operates their business," MAM's Mr. Fischer said.

Some shops are leveraging their website and Internet marketing initiatives to gain tire sales, but they miss automotive repair service opportunities.

"We help tire dealers not only sell tires but attract the right kind of customer that will come back for tire-related services, as well as auto repair services," Autoshop's Ms. Klemmer said.

"They need to move the focus from just the price-shopping tire buyer to attracting the customer who wants great prices on tires and is looking for a shop that will help them with all of their tire service needs as well as auto service needs."

Social media

Online marketing can convert these tire shoppers into a phone call that can lead to a scheduled appointment for tires and a potential for more business.

Mandy Pennington, director of Internet marketing at Net Driven, said the biggest thing she hears from tire dealers is that they are not comfortable with social media, but without it, dealers are missing business opportunities.

"Having a strong social presence can help you expand your digital footprint, manage your online reputation, and reach new customers. It's no longer optional — you have to have a presence in this space," she said.

Mr. Mullen added that many of Net Driven's customers are in markets that are changing rapidly, and understanding customer expectations is important.

"(Customers) expect local businesses to be active on social media," he said. "When they ask a question, or request a quote on a tire or a service, they expect a response immediately. The bar seems to get higher and higher with what customers are expecting from their local businesses."

Tire dealer software helps to reach the online customer and enhances a dealer's ability to understand all its customers better.

"Business intelligence tools enabling dealers to customize reporting and truly get to know their customer base and business trends," Mr. Holden said.

"I think a dealer would say they know most of their customers by name when they walk in the door, but they'd be surprised to find out who their true, high-value customers are," he said.

"Analyzing customer purchases, the frequency and spend for those services illuminates the business from the inside out. Think of the effects of inventory control or even targeted marketing after they analyze their customer demographics."

Mr. Vogel shared a similar sentiment, saying he sees many dealers get caught up in the point-of-sale features, which can look flashy, but are more rudimentary. There are more advanced options out there.

"The phrase we've used for years that fits our industry is: 'Don't forget to look under the hood.' ...What's the engine? What's driving this program? It's a lot more than a flashy page," he said.

"It's the analysis and the reporting and the real industry-specific (information),...and that's something people can sometimes miss."

If a program is just at the counter level without the analysis tools, Mr. Vogel added, then a dealer misses out on learning about employee productivity, shop productivity and the overall health of the business.

Coming innovations

The move to mobile is spanning far past personal use in today's market. Software companies are developing mobile integrations so dealers can serve their customers from beyond the counter with tablet-based, digital inspections to increase productivity and accuracy.

Mr. Holden said TCS works with dealers on solutions that are mobile, quick, intuitive and with easily sharable content.

"Tire dealers don't do a great job with multi-point inspections because they're manual and tedious, and the service writers lose enthusiasm over time," he added. "The handwriting on the forms is commonly poor, and it's not very easy to email a paper inspection."

Net Driven is all about social media solutions for dealers and unveiled video integration into its tire and service catalogs and its Social Media Master-Tech, a full-service social media management product that helps manage a dealer's online presence on Facebook and Twitter.

It is also adding a reputation management enhancement where it will respond to shop reviews on Facebook, Google My Business and Yelp.

"We already have some dealers using this product, and they're loving having a partner in their corner to help them manage their online presence," Ms. Pennington said.

Net Driven also plans to launch a lead manager to give dealers additional options and flexibility with their lead data and enhanced features to support auto service lead generation.

ASA Automotive is integrating popular loyalty programs into its solutions, including BAYiQ, Lift & Shift and BoltOn.

They are in the introductory stages, Mr. Vogel said, and clients are "chomping at the bit" to get started.

"You don't go backward in technology," he added. "Once you start going that route, they find their hunger increases, and they want more and more."

There are other advancements coming that will be announced in the second half of the year, he said.

"We want to eliminate the idea that they are chained to the counter…. There's just so much more you can do," he said.

New software

In the automotive aftermarket realm, Bartec USA L.L.C. recently released its latest TPMS tool software update. Additionally, Bartec continues to increase placard coverage for the Tech400 Pro, including a placard adjusting function to 102 make-model-year combinations.

The Tech400Pro is also the only TPMS scan tool that can update wirelessly.

MAM Software released its newest version of its VAST — VAST Online POS solution.

"With this new launch, customers will be able access everything VAST has to offer from any tablet, PC or mobile device," Mr. Fischer said.

It also released CarSide, a digital inspection application that sends customers a digital report of recommended repairs directly to their smartphones, including pictures and videos and released its own aftermarket parts catalog, AutoCat+.

Ms. Klemmer said Autoshop Solutions is updating how it delivers paid search, SEO and social media services to keep up with the ever-changing world of Internet marketing.

It added an Express line of products for websites for smaller-sized businesses or ones with limited budgets.

"The Express line of product offers a 'templatized' website instead of our custom website, yet looks like a custom design," she said.

"We offer seven different designs, each in six different colors, giving shops the opportunity to have a custom looking, mobile responsive website at a budget friendly price point."

Additionally, shops can add "light" services for paid search and social media marketing to the Express website.

The Express product integrates with the company's customer retention tools, as well as the Tire Search modules like Tire Connect, just like customized websites, according to AutoShop Solutions.