Fixed Ops Magazine - 2021 Vol18 06 - 52

Let's say you notice that only 44% of your repeat buyers
engage with your parts department on social media.
If you want to drive a higher rate of engagement with
your social media in order to discern your return buyers
areas of interest, you can create and promote specific
ad campaigns to generate the results you are seeking.
If these social media campaigns perform well, then you
will know what to offer your return buyers in the future.
Look closely at all of your customer metrics to better
understand their needs and desires. If you can provide
your customers with pertinent information and/or relevant
content, you are more likely to retain their business
at a more efficient cost level.
INVEST IN YOUR REPEAT BUYERS
HERE IS A HYPOTHETICAL ILLUSTRATION:
Let's take a look at what kinds of data could be useful
to your parts department in a real-world situation.
You notice that the bulk of your repeat buyers share
these common elements:
* They open your email campaigns at a 25% open
rate
* 53% of your repeat buyers opt for the free two-day
shipping option
* 44% of your repeat buyers engage with your parts
department on your social media
* 65% of the customers you email parts quotes to
respond and purchase parts
HOW CAN THIS INFORMATION ASSIST
YOU TO PROVIDE AN EXCELLENT
BUYING EXPERIENCE?
How can this information help you deliver the right buying
experience to your repeat customers? If you know
that your email campaigns have a high open rate, then
it follows that your email content, email lists, and send
times are probably working very well. You can then
tailor your email campaign flows to better reflect your
customers' journey.
Using customer data can help you nurture repeat buyers
for your parts department. Understand how they
are buying parts and accessories. Understand how they
are engaging with your parts department. When you
can determine your customer preferences in both of
these areas, you can deliver them better content, offer
them better quotes on the parts they need, and create
promotions that fit their needs. All of these aspects can
help build customer loyalty and brand loyalty for your
dealership.
Ibrahim Mesbah has
been responsible for
bringing easy-to-use
products to life, designing
web
applications
that scale, building and
running high-performing
teams, and managing
large-scale software
products. Ibrahim
worked in software development
for both Inter-Tel and PayPal before the idea
for RevolutionParts was born in 2013. Ibrahim believes
that it is time for dealers to transform the way parts
buyers and sellers connect. The company is on a mission
to disrupt and innovate the automotive space by
creating the most active parts network in North America.
Since inception, he has led the startup to over 1,300
customers and $1 billion in part and accessory sales.
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Fixed Ops Magazine - 2021 Vol18 06

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