- Castrol MAGNATEC campaign highlights how workshops could be missing out on upsell opportunities.
- Upsell opportunities are being missed: 20% of motorists say they are ‘never’ offered a choice of consumables alongside a vehicle service; 45% say ‘sometimes’; and only 29% say ‘always’.
- 34% of drivers say they are not contacted by their workshop between scheduled services regarding deferred work.
- A majority (53%) said they would be happy for their workshop to upsell more expensive, premium-quality consumables if the benefits were explained.
- New campaign for Castrol MAGNATEC highlights benefits of premium lubricants for protecting engines – and as an upsell opportunity for workshops.
- MAGNATEC provides non-stop protection for customers’ engines; can be used to service the majority of cars from leading manufacturers.
New consumer research commissioned by Castrol suggests workshops across Italy could be missing out on valuable revenue-generating opportunities by not up-selling consumables and by not following up on deferred work.
The research coincides with a new Castrol campaign highlighting how workshops can explore new revenue opportunities by upselling MAGNATEC premium lubricants. Castrol is offering free MAGNATEC-themed digital promotional assets for workshops to use on their website and in their social media output, and the first 300 businesses to register will receive a pack of 50 MAGNATEC-branded car sunshades, which they can offer to customers.
The Castrol survey1 found that workshops could be missing opportunities to up-sell consumables such as premium-brand options of lubricants, wiper blades, brake pads and discs. A significant 20% of motorists say they are ‘never’ offered a choice of consumables by their workshops when servicing work is being done, and 45% say only ‘sometimes’. Just 29% say they are ‘always’ given a choice of higher-grade products.
Significantly, a majority (53%) of respondents are open to paying more for better-quality consumable items for their car, provided the benefits are explained to them first. Only 6% say they would always want the cheapest available consumables to be used. 34% suggest they would want the workshop to always use premium-quality consumables in all circumstances and would not expect to be consulted about it.
Further highlighting the importance of discussing which products are being used as part of a vehicle’s scheduled maintenance, 28% of those motorists surveyed said they worry that workshops use lower-quality consumables and yet still charge a higher price. 66% say they trust their workshop to use the best quality consumable products; those that are recommended for use on their car by the manufacturer.
The research also identified that 34% of motorists are not typically contacted by their workshop between vehicle services to discuss any work that might need to be carried out before their next scheduled visit.
Layla Yebaile, Service and Maintenance Marketing Lead at Castrol said: “The survey highlights the benefits of quality interaction with the customer whenever they visit – both to harness appropriate up-sell opportunities, and to build trust in workshop expertise and the work carried out. It’s clear that many motorists are happy to pay more to ensure optimal vehicle reliability and performance, so communicating effectively will help unlock additional sources of revenue and help to build loyalty.
“Castrol MAGNATEC is proven to protect engines, and by proactively explaining the benefits to consumers when they visit for a service, workshops can also use the product to make a useful contribution to margins from scheduled service work,” she concludes.
MAGNATEC provides non-stop protection for customers’ engines. Using the Castrol MAGNATEC portfolio of products, workshops can service the majority of cars from leading manufacturers. The premium lubricant clings like a magnet to the vulnerable moving parts within the engine. The unique patented molecule in DUALOCK Technology then locks together with the other MAGNATEC molecule, forming a forcefield that provides 50% better protection from warm-up wear2 and re-start wear3.
Castrol’s Service Network supports independent workshops with training solutions and marketing offers to enhance upsell opportunities, and quality certification is also provided. As well as Castrol MAGNATEC, the brand’s wide range of products include Castrol EDGE featuring Fluid TITANIUM Technology, an oil that can withstand greater pressures and reduce friction for improved engine performance.
Notes
1 OnePoll research – conducted among 1,000 Italian car owners
2 Tested versus the Sequence IVA API SN wear limit
3 Tested versus the CEC OM646LA ACEA wear limits
