From the eCommerce perspective, I feel that our position and responsibility is to bring more traffic to our service and parts departments by email leads, phone calls, and walk-ins via our internet presence by:
1) Creating dedicated pages on our websites that provide solid information to our customer base that is seeking info on servicing their car, or buying parts and accessories.
2) Creating enticing specials, incentives, and messages that convert these viewers on our sites into phone calls, emails, and walk-ins.
3) Utilizing SEO efforts to put our dealership in the search engine results for folks that are searching for service or parts/accessories for their car.
In most markets, this area is WIDE OPEN for dealerships. By creating dedicated pages for profitable service areas like brakes and transmission repair, and then performing some SEO, our dealerships now show up for search engine results for folks searching for these common repairs. We are the only dealership that shows up on the first page for these searches in our market, with the other results being the specialty shops like Midas, AAMCO, etc. Remember - most folks don't use the yellow pages anymore, and they are searching for service and parts/accessories online just like they search for new and used cars. Are you where they are looking?
