"Consumer marketing within the auto repair industry saw little change for the past 20 years, with Yellow Pages advertising and reminder post cards dominating shop marketing budgets," explained panel moderator David Sturtz, CEO, RepairPal. "The arrival of the Internet, more than a decade ago, had little impact on the way shops won and retained customers. But that changed within the past five years as an array of online players became the source of consumer information and influence."
Panelists for the presentation are Jim Dykstra, owner, Dykstra's Auto Service with locations in Hudsonville, Byron Center, and Kentwood, Mich., and Steve Smith, senior vice president and CIO, TBC Corporation. Dykstra is a past member of the Service Center Advisory Board for the Aftermarket Auto Parts Alliance and is a current board member of AAIA’s Car Care Professional Network and the AAIA Education Committee. Smith oversees all aspects of technology for TBC including application development, infrastructure services, information security, e-commerce and business intelligence. TBC is a $2.8 billion retailer and wholesaler of tires and automotive services.
“Changes in repair shop marketing are accelerating and shops that have prospered in the old environment are being forced to adapt just to stay in business,” said Sturtz, who founded RepairPal in 2007 after seeing an opportunity to help himself, his friends who asked him for advice about cars, and the motoring public. Prior to founding RepairPal, Sturtz ran a successful investment fund and worked as a technology research analyst on Wall Street.
The panel will look at the information consumers now have access to, how that changes their expectations for service and how some consumer-facing technicians have made progress in adapting to the new environment.GAAS 2011 will focus on the theme “Aftermarket Fast Forward: What You Need to Know to Stay Ahead.” The annual two-day Global Automotive Aftermarket Symposium brings together industry leaders and experts to examine the issues and trends affecting the worldwide automotive aftermarket and influencing its future.
For more on GAAS 2011, visit www.GlobalSymposium.org.
