IRVINE, Calif., Sept. 30, 2019 /PRNewswire/ -- Kelley Blue Book announces its new Auto Repair Guide experience, addressing both consumer and automotive industry needs for a principal source of trustworthy recommendations related to servicing and maintaining a vehicle. The all-new experience on KBB.com guides consumers through three primary service categories: Recalls, Maintenance and Repairs. KBB.com is also including the ability to allow consumers to schedule service online through the Featured Auto Repair Center, a pilot with its sister company, Xtime.
To point consumers in the right direction, the Auto Repair Guide on KBB.com helps car owners answer their top service and repair questions: What do I need to get done? When should I get it done? Where should I get it done? How much should it cost? With this new experience, Kelley Blue Book serves as a trusted advisor that connects consumers and service departments.
Kelley Blue Book's all-new Auto Repair Guide includes:
Information on recalls, maintenance and repair work
A Fair Repair Range estimator—similar to the Kelley Blue Book Price Advisor tool—to guide consumers on service and repair price ranges, based on average dealer service pricing
The ability to schedule service appointments with local dealerships directly on KBB.com through the Featured Auto Repair Center
Kelley Blue Book, backed by more than 90 years of experience and the most trusted third-party automotive brand,1 enables both consumers and dealers to remain on the same page for pricing and now, in the service lanes with its integration with Xtime, the leading integrated software platform for retail automotive service departments.
"Car shoppers have long trusted Kelley Blue Book to provide them with vehicle values, new-car information and more," said Jim Roche, vice president at Cox Automotive. "With this new auto repair feature on KBB.com, now they can rely on Kelley Blue Book throughout the ownership experience for guidance on service and repair costs, all while experiencing the same trust and transparency they've come to expect from the brand."
Consumers have negative perceptions about getting their vehicle serviced at dealerships, citing unreasonable total cost, overcharging, and labor or parts charges among top reasons for not using their dealership service department2. In reality, common maintenance and services provided by dealerships are on par from a pricing standpoint with independent offerings3. Kelley Blue Book's new Auto Repair Guide also makes service appointment scheduling easier for both consumers and dealers. Car owners can see the Fair Repair Range, select a service provider, and book service without leaving the site. Meanwhile, the Featured Auto Repair Center can connect dealers with engaged car owners, increasing consumer trust and confidence by validating their service pricing within the Kelley Blue Book Fair Repair Range.
"The complexities of how to maintain and repair a vehicle, as well as understanding the associated costs, are a major pain point for most consumers," said Tully Williams, fixed operations director of The Niello Company in Sacramento, California. "Not only has our dealership increased service cost transparency and communication with our customers, but they also have an increased sense of trust from knowing they are being fairly charged for every service visit."
To learn more about Kelley Blue Book Auto Repair Guide visit https://www.kbb.com/auto-repair, https://www.kbb.com/car-maintenance-service and https://www.kbb.com/ownership/recalls.
For more information and news from Kelley Blue Book's KBB.com, visit www.kbb.com/media/, follow us on Twitter at www.twitter.com/kelleybluebook (or @kelleybluebook), like our page on Facebook at www.facebook.com/kbb, and follow us on Instagram at https://www.instagram.com/kbb_com/ (or @kbb_com).
About Kelley Blue Book (www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry. Each week the company provides market-reflective values on its top-rated website KBB.com, including its famous Blue Book® Trade-In Values and Kelley Blue Book® Price Advisor tool, which provides a range for what consumers can reasonably expect to pay for a vehicle in their area. Car owners looking to sell immediately can also get a redeemable, transaction-ready offer with Kelley Blue BookSM Instant Cash Offer. The company also provides vehicle pricing and values through various products and services available to car dealers, auto manufacturers, finance and insurance companies, and governmental agencies. Kelley Blue Book is a Cox Automotive brand.
About Cox Automotive
Cox Automotive Inc. makes buying, selling, owning and using cars easier for everyone. The global company's 34,000-plus team members and family of brands, including Autotrader®, Clutch Technologies, Dealer.com®, Dealertrack®, Kelley Blue Book®, Manheim®, NextGear Capital®, VinSolutions®, vAuto® and Xtime®, are passionate about helping millions of car shoppers, 40,000 auto dealer clients across five continents and many others throughout the automotive industry thrive for generations to come. Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately-owned, Atlanta-based company with revenues exceeding $20 billion. coxautoinc.com
2018 Cox Automotive Car Buyer Journey Cox Automotive Service Industry Study 2018 Cox Automotive Service Industry Study 2018 SOURCE Kelley Blue Book
Hey everyone. I'm planning on opening in about 3 weeks and am looking for a credit card processing company. Are there any geared for our type of business? Does anyone recommend Intuit for it's ease of integration with Quickbooks? I'll be doing around $10,000 a month in CC payments averaging $200.00 per RO. Payments are predominately Visa or Mastercard swiped. A very small percentage of Amex, Discover or over the phone. If there is a company name that a lot of you experienced members would recommend, I would like to hear it.
By Mail Shark
It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them. This will enable your client to react and consider you for their next repair or maintenance service.
For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
With that in mind, if you offer any type of financing options for repairs, it’s important that your marketing message contains content that informs your prospects that you have options. These options will help them get financing for their repairs or maintenance and get them back on the road fast.
Depending upon how much content and space you have available on your marketing, there are a few different ways to promote your financing.
Below are a few ideas to promote financing options on your direct mail marketing.
1. Create a burst or some other type of call out that promotes your financing option.
2. If you are listing other benefits your shop offers, you can include financing info here.
· Financing Options Available
· Quick & Easy Financing Available
· NO Credit Check Financing
3. Utilize your financing company’s info, logo, etc. to create a larger impact.
Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section. Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
We then reinforced this with another message addressing their customers' potential problem: “Unexpected Repair”, & our Solution “Fix it Today! $0 Down”. In addition, we incorporated the EASYPAY FINANCE branding.
Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
Executive Vice President of Sales
Email: [email protected]
By Nevil Jay
I'm currently looking into a business acquisition. It's a wheel repair shop based in South California. I have questions in terms of profitability and also, the expenses involved within the business.
I have profit and loss statements of the business. They currently operate 24/7 and have 30-35 employees. I am looking for someone who has experience in this sector that may be able to give me some unbiased advice. I also wanted to somehow come up with a valuation of the business. It operates out of a leased building, but consistently profits the owner a large amount of money. Who should I look for to verify these numbers? Will any CPA be able to understand?
Thanks in advance,
By Joe Marconi
If you have a repair shop business in New York State that you are looking to sell, please let me know. I will keep this strictly confidential. Criteria required, shops with 6 plus bays. Other details to be explained. Please email me: [email protected]
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By Mail Shark
Before approving your next database mailing, run down this checklist to ensure all of these steps have been taken to validate the quality and accuracy of your mailing.
Utilize the National Change of Address Service (NCOA)
Every year, millions of Americans move, and this undoubtedly includes some of the customers in your database. This can be a problem when you pull your database to use for sending out a direct mail campaign, as you may have customers that have moved and no longer live at the recorded address.
If these customers have moved outside of your trade area, and you were to send a direct mail piece to them, you would essentially be wasting your marketing dollars by sending direct mail to customers that are simply no longer there.
The good news is, there is a simple solution. You can have your direct mail partner run your database against the USPS National Change of Address (NCOA) service. The cost of doing so is very minimal and worth the small additional cost to ensure the quality and accuracy of your database.
NCOA is a database maintained by the U.S. Postal Service, and includes all of the individuals and companies who have completed a form to change their address in the previous four years.
Here are a few things you will find out by running your list through the NCOA process is:
Addressee has moved, and a new address could not be provided. New address information is provided. The recipient moved without providing a forwarding address to the USPS. From here, these previous customers that have moved can easily be removed from future mailings.
Remove Your Customers From New Acquisition Mailings
Most shop owners who are using direct mail to target their database of current customers are also sending out new customer acquisition mailers to target new prospects, either by carrier route or by specific make, model, fuel type, etc.
In doing so, it’s important that you request your direct mail partner to remove these current customers from your new customer acquisition mailers. It’s a waste of money to send your customers a new customer acquisition mailer when you are already targeting them by sending them a retention or lapsed customer mailer. It will also send your current/lapsed customers the wrong message. Your marketing and message to new customers should not be the same that it is to current or lapsed customers.
This is also an easy fix, simply request that your direct mail partner suppress your customer database from your new customer acquisition mailers. The only caveat in doing so, is for general auto shops that are removing their database of customers from their carrier route mailing—there are guidelines that must be met for carrier route mailings in order to receive the maximum discounted postage rate. These guidelines are as follows:
Your mail must be sorted in walk sequence. This is the exact order that the postal carrier walks/drives on their carrier routes. In addition, your mailing must follow the 90/75 rule. The 90/75 rule stipulates that you must mail to at least 90 percent of the total residential addresses, or at least 75 percent of the total combined number of residential and business addresses in each carrier route. Since you, as an auto shop owner will never want to mail to businesses, this means that you must mail to 90 percent of the total addresses in a carrier route to maintain the lowest postage rate.
If your mailer falls below the 90 percent guideline, there are three different levels of postage that your mailer can potentially fall into. Each level represents an additional cost of per piece postage above and beyond the standard rates.
Additional Saturation Mail Postage Rates (*As of 1/1/2019)
High density plus: Mail at least 300 pieces in walk sequence order (additional postage would be .01 per piece).
High density: Mail at least 125 pieces in walk sequence order (additional postage would be.019 per piece).
Basic: Mail at least 10 pieces in walk sequence order (additional postage would be .104 per piece).
Make Use of the Coding Accuracy Support System (CASS)
In addition to running your database through the NCOA process, it’s important to ensure your direct mail partner is also certifying your database mailing list through the Coding Accuracy Support System (CASS). This process will standardize your mailing file, verify that each and every address in your mailing file is valid and complete, as well as update any addresses that have been changed and/or has become outdated.
Executive Vice President of Sales
Email: [email protected]
By Mail Shark
I hear a lot of auto repair shop owners say they don't want to offer a cheap oil change coupon on their direct mail marketing. They feel the cheap oil change coupon brings in the wrong clientele, and they don't want to devalue their brand and position themselves as the cheap oil change shop.
As a quick note, the concept behind the cheap oil change offer is that it is a loss leader and utilized to entice new customers. The key is getting new customers through the door, which the cheap oil change can be extremely effective at doing. Once you get them in your shop and you do a great job for them, you can build a great rapport with them and win them over as a loyal customer.
All that said, you will always know your business better than any marketing company. Therefore, we certainly can't argue with the fact that you would not like to use this strategy if in fact you have already executed a cheap oil change coupon campaign and it did bring in the wrong clientele.
However, having an oil change coupon as part of your shop's direct mail marketing strategy is critical. Here are a few reasons why.
An oil change is something that every non-electric vehicle owner will need at some point in time. Consequently, I would venture to say that most vehicle owners are familiar with what an oil change is more so than any other maintenance service. Compare that to a timing belt replacement coupon or a serpentine belt replacement, each of which the average consumer may not be familiar. When you have a coupon that is familiar and relevant to everyone that you are targeting, you have a much higher chance of increasing redemption rates.
Therefore, for those shop owners that are afraid of attracting the wrong clientele or devaluing their brand with a low-price point oil change, the simple fix is to increase your oil change price point to a number that you are comfortable with and that is still a value from a consumer perspective. An alternate option would be to offer a specific $ off discount that you are comfortable with — for example, $10 off any conventional oil change & 15 off any full synthetic.
My next recommendation, if you are a general auto repair shop, which is a non-negotiable one, in my opinion, is to structure your oil change coupon to offer both a conventional and full synthetic oil change offer. All too often, shop owners only offer a conventional oil change coupon. A conventional oil change coupon is fine. However, it will never appeal or be applicable to owners of vehicles that require full synthetic oil. There is no reason to limit your offer to only appeal to a specific set of vehicles. It's crucial you cast a wider net and appeal to as many vehicle owners as possible. The simple and quick solution is to offer both options.
PRO TIP: if you are concerned about coupons bringing in the wrong clientele, think again. Even the wealthiest consumers use coupons.
Here is a snippet from our blog post entitled "WHY YOU SHOULD BE SENDING DIRECT MAIL COUPONS:
It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.
Wealthy customers may be able to afford your most expensive products and services, but that doesn't mean they don't want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they'll appreciate your coupons and the opportunity to save money,
You can check out the entire blog post here.
Executive Vice President of Sales
Email: [email protected]
Oil Change Coupon Example.pdf
I was looking for some input into advertising. I have really not done any the last 25 years. We are rebranding or should I say changing directions a little. Going back to tires, brakes ,alignment and maintence. When I did it last other than the phone book we did a little newspaper. I think those have basically gone. So many options out there, I just do not want to throw a bunch of money away on the wrong advertising. Any help would surely be appreciated. Sincerely David