In an increasingly competitive automotive market, repair shops need to double down on their efforts to stand out. One of the avenues available to them is improving their marketing strategy.

The automotive industry is unique. Often considered more traditional, it places particular emphasis on the importance of good customer service. Indeed, customer expectations are evolving: they want not only quality service but also a personalized experience tailored to their specific needs. In this context, adopting effective marketing strategies becomes essential for any shop looking to increase its revenue and strengthen customer relationships.

Auto repair shop owners know it well: meeting varied and often changing customer needs primarily requires both responsive and customized service. What consumers are looking for today is no longer just a one-time purchase or single service, but personalized attention, as explained by Auto Performance Reifen owner Nicholas Assimakopoulos: “We try to keep our customers informed by sending them photos and prices directly. This creates a personal connection that strengthens their loyalty.” This example of a simple but meaningful gesture for the customer is perceived as a service dedicated to their unique needs, helping build a trust relationship that couldn’t be found with online shopping.

Thus, going the extra mile to provide outstanding customer service is a marketing strategy that remains, as always, winning for repair shops. As Pneu9.ca co-owner Guy-Philippe Polissena says: “Word-of-mouth is still relevant in the automotive industry, and the better your customer service, the further the good word spreads.”

The famous social media

For independent shops, leveraging social media and online marketing has become essential to connect with potential customers in their area. With consumers increasingly seeking personalized experiences, social media represents an opportunity to showcase the shop’s daily operations and service quality. As they say, if a picture is worth a thousand words, then a video is worth a hundred thousand!

At Auto Performance Reifen, Assimakopoulos uses social media to post images and videos of beautiful vehicles being serviced: “We regularly post photos of our services on Instagram, which helps us keep our clientele informed and engaged.” By posting photos of quality vehicles, recent products and services, as well as team members, shops can highlight their expertise and transparency, qualities particularly appreciated by consumers.

Moreover, using “stories” on social networks allows for quickly sharing moments from the shop’s daily life. This represents an opportunity to generate free leads, as the audience can respond directly to these stories if they have questions or wish to purchase a service.

Social media also offers paid options to promote content. Thus, if a shop wants to launch an advertising campaign, it is much easier, faster, and less expensive to do it on social media than on television or radio. Therefore, there are plenty of good reasons for shops to strengthen their social media presence!

Automating after-sales follow-ups

After-sales service automation is a growing trend in the automotive industry, offering shops an opportunity to improve their operational efficiency while enhancing customer satisfaction.

In fact, the Pneu9.ca team is building a customized Customer Relationship Management (CRM) system that allows managing all aspects of their business in one place, as Guy-Philippe Polissena explains: “The software we’re developing will allow shops to place orders with just a few clicks, but also launch marketing campaigns and make automated calls,” explains Polissena. “Automation not only saves time but also ensures rigorous customer follow-up.”

Indeed, one of the most valuable aspects of automation is the ability to send appointment reminders, maintenance notifications, and personalized updates to customers. Thus, no need to dirty your computer keyboard to send a reminder to a customer between oil changes!

Furthermore, integrating chatbots on websites or social media platforms allows customers to get instant answers to their questions, improving user experience and reducing in-person or phone wait times. “It’s important to be there for customers as much as possible, even outside business hours. The internet never sleeps!” adds Polissena.

Special offers and discounts

Discount programs represent an interesting lever for attracting and retaining customers while encouraging sales. These initiatives, whether mail-in rebates, instant discounts, or loyalty programs, give customers the impression of getting good deals, especially in a market where competition is strong, as Nicholas Assimakopoulos explains: “Mail-in rebates attract well, but what really works is the combination of discounts and a trust relationship.” This type of program thus plays a major role in initiating or strengthening relationships with customers, particularly those who are more price-sensitive.

However, while these offers can attract a broader clientele, they shouldn’t compromise the overall profitability of the business. “Discounts are good, but you need to ensure the business remains profitable,” shares Guy-Philippe Polissena of Pneu9. It’s therefore essential to find the right balance between offering significant reductions and protecting profit margins.

Another advantage of discounts is their flexibility: they can be customized according to seasons or specific shop needs. For example, in Quebec, seasonal discounts for winter tire purchases or promotions on maintenance services at the start of the summer season help stimulate demand at strategic times.

Finally, by combining automation, advertising, discounts, and personalized customer service, shops can be certain to maximize their marketing efforts!