Over three quarters of drivers would prefer to visit workshops that help them combine MOT and service work, reducing visits and vehicle downtime.
A survey commissioned by Marketing Delivery found that 77% of motorists would prefer to combine the work if reminded to do so. This is consistent with the experience of the company’s dealer partners following an evaluation of conversion rates from automated email marketing campaigns in the first nine months of this year.
In the survey, conducted with 1,000 motorists across the UK, those aged 18 to 24 were the most receptive to the idea of a combined appointment for both MOT and service, with 85% saying they would be more likely to book with a workshop that made that possible.
The survey also found that 59% would prefer to be reminded about service and MOT work between three and four weeks before it is due. Only 13% said they would not be likely to book a car in for work with a workshop that provided reminders.
Combine MOT and service for improved conversion
Marketing Delivery’s analysis of its own data from partners found that messages intended to encourage an MOT booking had an average conversion rate of 12%, while those for a service had an average 35% conversion. However, when the automated messages were timed to facilitate MOT and service work into a single visit by the customer, the booking conversion figures increased to an average of 42%.
“The consumer research and our own data illustrate the growing importance of well-targeted automation in digital comms,” commentd Jeremy Evans, Managing Director at Marketing Delivery. “Reminders are clearly critical for driving workshop utilisation, but they create a big administration burden for the aftersales department. Automation takes that pain away, but that is just the start – dealers need to devise campaigns where messages are personalised, timely and maximise convenience for the customer.”
Combining MOT and servicing work will help drivers, allowing them to keep their cars on the road for a longer period between trips to the garage. The servicing work may also help to improve the prospects of passing the MOT, although the points in the service may not cover potential failure rates. It does, however, give the driver a single reminder each year to check important components before the annual test.
For some, combining the service and MOT will also help to lower bills, should garages offer a reduced MOT rate when taken with a service. This is likely to be a more effective way for drivers to save money than the proposal of reducing the MOT to every two years, made by former Transport Secretary Grant Shapps as part of potential plans to ease the cost-of-living for households.