Maximize Your Auto Shop Sales

Effective Point-of-Purchase Merchandising for Automotive Service Shops

• Merchandising is a part of marketing that promotes items for sale.

• Point-of-purchase merchandising is done intentionally to remind customers of what is offered while they are at a business location.

• It is important for retail businesses to ensure that customers are aware of what they offer and why they should consider purchasing from them.

• Big box retail stores have the most expert, well-researched, and consistent point-of-purchase merchandising.

• Effective point-of-purchase merchandising raises customer awareness of other services and products available and suggests ways to do additional business.

• Point-of-purchase merchandising can be done outside and inside the main shop area, and it should be done in areas where customers can see, touch, or feel something that may stimulate their interest.

• Permanent or semipermanent signs serve as reminders to customers of what is offered, including announcements about current specials and new additions to the product line.

• Service menu boards can be used to display prices and package pricing specials, which offer discounts if customers purchase several common services at the same time.

• Competitive pricing boards can be used to show a comparison of availability and pricing of common services and repairs at your shop and those of your primary competitors.

• Product displays can be effective in promoting sales of additional items, including apparel and sports-related merchandising, over-the-counter performance parts, and failed part displays.

• Impulse purchase merchandising intends to quietly remind customers of additional items they might want or need that were not part of their original plan and can be effectively used at the service write-up desk/drive area, cashier’s area, and customer waiting area.

• The most effective focus for merchandising is those items that are commonly used and highly competitive.Effective Merchandising for Auto Repair Shops

• Merchandising is the act of getting customers to think about their needs and wants to sell additional services and repairs.

• Displaying common items like batteries can be a good point-of-purchase reminder for customers.

• Merchandising should focus on highly competitive items to show customers that they can buy from you at a competitive price.

• Captive repair items are available only through a limited number of sources, making them a captive market for those few sources.

• Examples of captive repair items are computer-related systems on a late-model car that can only be purchased from the manufacturer.

• Effective marketing should focus on promoting the features and benefits of your products and services to give the customer a better overall value.

• Point-of-purchase merchandising can be a powerful and cost-effective tool to reinforce your message to current customers.

• Impulse items are not the focus of merchandising as they are not commonly needed or wanted by customers.

• Common and competitive items are the focus of merchandising efforts to show customers that you provide these services and repairs.

• Highly technical repairs are not likely to be provided by many competitors, making them a semi-captive or low-competition repair item.

• Merchandising efforts should not focus on captive repair items as customers are unlikely to shop around for them.

• A loyal, repeat customer is achieved when they consistently feel that they are getting a better overall value from you than from your competitors.