ast fall, Feldman Automotive Group in suburban Detroit substantially increased the service-related content on seven of its 10 dealerships' websites. They now offer more than 20 pages, up from just one or two previously.
The Web pages address items such as oil changes, tire rotations, wheel alignments and brake inspections.
After the upgrade, customer-pay revenue at the seven dealerships jumped 32 percent in the first three months of 2019 compared with the year-ago period. (Feldman did not provide dollar figures.) Viewer traffic for fixed ops on the dealerships' websites has risen 60 percent since last fall, says Matt Grimes, Feldman's fixed operations manager.
"Without a strong online presence, customers can't find your services," Grimes told Fixed Ops Journal. "On most dealership websites, 95 percent of the content is sales-oriented. We're trying to restore a little balance."
Adding service-related pages to dealership websites, accessible to Internet search engines, is among the ways that fixed ops managers are using digital technology to build business as new-vehicle sales and profits stall. From new text-messaging services to videos posted on YouTube, service and parts departments are focusing more on engaging customers in their preferred digital spaces.
"In the years ahead, the market will favor dealerships that adapt to digital marketing technologies," predicts Denise Chudy, general manager of LivePerson, a messaging platform provider. "Dealerships that lean in will win the business, and those that don't will be left behind."