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Digitalization in the Spanish aftermarket increases workshop sales by 20%

Trends

March 16, 2022

11 MIN of Reading

The 5 main associations representing workshops in the Spanish market - Cetraa, Conepa, Ganvam, Faconauto and Fagenauto - gathered at the end of 2021 with the aim of analyzing the impact of digital transformation and new mobility trends on the workshop of the future.

Given the proximity of this market to the Portuguese one, and in particular to the automotive aftermarket, Tips4y considers relevant to share the main conclusions of this initiative, as a use case for workshops and other professionals in our market who are considering to move forward with the digitalization of their businesses.

Main conclusions of the event

All the associations identified very positive and stimulating aspects regarding the future of the market, resulting in the following advantages for workshops at an advanced stage of digitalization:

20% increase in workshop sales;
25% increase in workshop entries with CRM support;
Increase in productivity by 45 minutes/day per technician ("productive");
90% reduction of complaints.

In addition to this performance, there is also 100% document control (avoiding the loss of information and data) in completely digitalized processes.

As Ana Ávila, general secretary of Cetraa, says, "The workshop, as an organization, has to adapt itself, has to know how to manage effectively, digitize itself, learn and be informed. Digitalization is a business opportunity to strengthen the workshop-user connection."

According to the vision of the Spanish associations, workshops don't have to lose their market niche. Instead, they need to be able to attract customers by adapting to challenges without fear.

Other key conclusions that emerged from this event:

The aftermarket is at a moment of recovery and transformation where disruption should be followed closely;
The connected vehicle requires a change from the traditional reactive model of vehicle reception to a proactive model of predictive maintenance. In this way, digitalization represents a necessary investment to ensure future profitability of the business;
A paradigm shift is critical: instead of waiting for customers to arrive at the workshop, service should be offered closer to customers and their homes.

Current initiatives

We would like to highlight the acceleration program of CETRAA (Spanish Confederation of Workshops) under the topic “Digitalize your workshop to grow" which includes an integrated portfolio of digital services:

Website development (main digital presence)
SEO techniques (search engines)
Building a Google My Business profile
Positioning on social networks
Activation of ads on digital platforms
Setting up a WhatsApp Business account
Digitalization funding (public funds)

Motortec Madrid 2022

One of the leading events in the Iberian and international aftermarket took place again this year with a vision strongly oriented towards the digitalization of this sector in 4 areas:

• The digitalization of the aftermarket at a global level;

• The digitalization of the workshop and the relationship with customers and suppliers;

• Spreading the message that digitalized workshops are more efficient and profitable;

• Promoting solutions for workshops to adapt to the new digital reality.

All this vision of the Spanish market on the digitalization reflects a current and irreversible process, in which workshops must understand the advantages that are reached in terms of efficiency.

For those who still resist, the message is very clear:

"Digitalization is not an option. It's a mandatory step."
Montse Martínez Campo | Commercial Director of the Federation of Automobile Dealer Associations

This vision of the Spanish market on digitalization reflects a current and irreversible process, about which workshops must understand the strategic advantages for their business.

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