BURLINGTON, Vt. -

Dealer.com claims trial runs of its newly launched solution called Service Marketing Package can deliver double-digit percentage improvements for dealership service departments.

How this package is meant to spark such turnarounds is through engaging content for dealers’ websites, empowering all store staff to retain and recapture more service customers, enhance customer satisfaction and build profitability.

Dealer.com emphasized its new Service Marketing Package can make these improvements happen without being a drain on dealership resources.

With the Service Marketing Package, officials explained each sales and service customer can obtain a dealership’s free Online Garage. This tool is powered by DriverSide, an online vehicle ownership service that’s integrated with the dealer’s DMS.

The solution can include personalized service and repair information. It also can incorporate hundreds of proprietary articles and videos, community features, and information and reviews about new vehicles.

Customized e-mail messages are geared to engage customers because they can contain service reminders based on their service histories and OEM maintenance schedules, recall alerts and newsletters. Another unique function developed by Dealer.com can enable dealers to automatically send promotional offers or coupons — adjusted based on the customer’s response over time — which are designed to improve search engine performance as well as service sales.  

“While fixed operations are a critical dealer profit center, several trends are converging and causing a growing number of consumers to defect to independent service providers,” Dealer.com officials believe.

“The Dealer.com Service Marketing Package combats these trends by enabling dealers to build stronger customer relationships through cutting-edge website content as well as customized communications delivered more frequently and at a lower cost than conventional direct mail,” they added.

Dealer.com mentioned the solution’s success at pilot stores. The site said the solution brought significantly enhanced dealer revenues and profitability by delivering a 12-percentage point improvement in recapturing “lost” customers, a 19-percentage point improvement in customer loyalty and a 27 percent increase in customer service frequency.

“We are pleased to introduce this turnkey, ‘set it and forget it’ solution that helps dealers increase their service business by providing rich, relevant content to the right customers at the right time,” explained Dean Evans, chief marketing officer of Dealer.com.

“This is the ultimate in fixed operations marketing — it requires minimal maintenance or human intervention, yet delivers a proven, trackable ROI,” Evans continued.

“We are setting a new industry benchmark for website service content, which is critical because the number of Internet searches for vehicle service is growing rapidly, and about 60 percent of the visitors to a dealer’s website are going to the service page,” he added.