New research suggests that a vast majority of customers are open to upselling of additional products and services when their vehicle is in for a service.
According to a nationwide survey run by Tjekvik, a specialist in digital aftersales solutions, 72% of respondents are interested in hearing about relevant value-add products and services.
The results showed that 31% of car owners were ‘very interested’, while 41% said they were ‘somewhat interested’ in upselling
Missing out on upselling
The results suggest that garages may be missing out on opportunities when it comes to upselling to customers any additional beneficial products and services, especially when a vehicle is in for an MOT or maintenance, rather than a general repair.
This is not the first time that the potential of missed upselling opportunities has been highlighted. Castrol reported in 2022 that a significant 40% of the 1,000 respondents to its own survey said they would like their workshop to always state which lubricant they are planning to use as part of their vehicle’s service, with 39% saying they would like the garage to provide a choice of different suitable lubricant products so they can decide which one best suits their requirements and budget.
Over half (53%) said they wanted to hear about premium lubricants that could help to maximise the performance, efficiency and overall life of their vehicle’s engine.
Service plans lead
The survey also explored the scale of opportunity to upsell specific products and services. Aftersales customers are most receptive to hearing about service plans (39% of all respondents being ‘interested’ or ‘somewhat interested’).
This was followed by seasonal check-ups (34%), oil top-ups (28%), extended warranty packages (26%), air conditioning re-gas (25%), windscreen wiper blades (25%), and car care products (20%).
Some items were less appealing to customers, with only 16% interested in key fob batteries, and 13% keen on learning more about vehicle lifestyle accessories, such as roof boxes and tow bars.
Differing values
The survey also uncovered differences in interest across different age groups and regions of the UK. Younger drivers aged between 18 and 24 showed the highest level of openness in the upselling of additional products and services, with a substantial 60% answering that they were ‘very interested.’
Drivers aged 65 and over were the least interested, with 45% stating they were either ‘not very interested’ or ‘not interested at all’.
Geographically, Northern Ireland has the most receptive customers, with 92% of respondents indicating an interest in hearing about additional products and services. This was followed closely by London (87%) and the North-West (73%). In contrast, customers in Wales and the West Midlands were found to be the least interested, with 41% and 34% of respondents, respectively, interested in learning about value-add products and services.
