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Digitization of the aftermarket in the Spanish market increases workshop sales by 20%

Trends

March 16, 2022

11 MIN of Reading

The 5 main associations representing Workshops and Networks in the Spanish market – Cetraa, Conepa, Ganvam, Faconauto, and Fagenauto – met at the end of 2021 with the aim of analyzing the impact of the digital transformation and the new mobility trends for the workshop of the future.

Due to the proximity of this market to Portuguese, and particularly for the automotive aftermarket sector, Tips4y considers it very relevant to share the main conclusions of this initiative, for the fact that it can constitute a very timely example for the Workshops and Networks and other professionals in the national market who are considering advancing in the digitalization of their businesses.

Main conclusions of this meeting

All associations recorded very positive and stimulating aspects
in response to the future of the sector, translated into the following advantages by
part of the workshops in an advanced stage of their digitalization:

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

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

As Ana Ávila, Secretary-General of Cetraa, mentions, "The workshop, as a company, has to adapt, know how to manage well, digitalize, train, and inform itself. Digitalization is a business opportunity for the workshop-user connection to be closer."

According to the vision of Spanish associations, workshops do not have to lose their market niche. Instead, they will have to be able to reach customers by adapting to challenges without fear.

Other fundamental conclusions that came out of this meeting:

The aftermarket sector is in a moment of recovery and transformation to which attention should be paid to the different disruptions occurring in the sector;
The connected vehicle forces a shift from a traditional reactive model of vehicle reception to a proactive model of predictive maintenance. In this sense, digitalization represents a necessary investment as a way to ensure the future profitability of the business;
It is critical to change the paradigm: Instead of waiting for customers to come to the workshop, it will bring the aftermarket closer to customers and their homes.

Ongoing initiatives

We particularly introduce the acceleration program of CETRAA (Confederación Española de Talleres de Reparación y Afines) under the theme “Digitalize your workshop to grow" which includes an integrated portfolio of digital services:

Website creation (primary digital presence)
SEO techniques (motores de pesquisa)
Google My Business profile creation
Presence in social networks
Activation of Ads on digital platforms
WhatsApp Business account creation
Subsidies for digitization (public funds)

Motortec Madrid 2022

One of the reference events for Iberian and international aftersales took place again this year with a vision strongly focused on the digitalisation of this sector in four areas:

• The very digitalisation of the global after-sales market;

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

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

• Promote solutions for Workshops and Networks to adapt to the new digital reality.

All this vision of the Spanish market on the topic of digitization reflects a current and irreversible process, about which workshops must understand the number of advantages it brings in effectiveness and efficiency for their businesses.

For the most resistant, the message is very clear:

"Digitization is not an option. It is a mandatory step."
Montse Martínez Campo | Commercial Director of the Federation of Concessionários Associations

All this vision of the Spanish market on the topic of digitalization reflects a current and irreversible process, on which the workshops must understand the number of advantages it brings in effectiveness and efficiency for their businesses.