TALK ONLINE: DIY IS BETTER

  23 September 2013

Last week I discussed the market outlook for European car sales, but that wasn’t the only hot topic to emerge from the Frankfurt motor show. The other main area of discussion was ‘customer engagement’.

What was interesting were the multitude of ways in which different manufacturers viewed the subject.

The majority were looking at online methods for maintaining contact with their customers using a MyCarbrand.co.uk-style set-up. In other words, they try to entice customers to join a community, using offers of discounted service or some such . And, once owners are signed up, the challenge becomes that of keeping the conversation going with news, more offers,  instructional videos and more.

The advantages of such a system such are clear. Yes, you can use a Facebook page to contact customers, but it’s preferable to control the environment and also keep tabs on the customer’s details too. So a dedicated area is the better bet.

Sign up figures to vary depending on brand and what was on offer, but whenever I asked about how the retailer got involved there was never a clear answer. And this set me thinking. I just wonder how many retailers are using the same tactic to keep in touch with their customers?

Why not set up your own community, then you will be the ones talking directly with your customers, and not through the manufacturer.

Tristan Young

Start your free 14 day trial

Get free access to our Bulletin, Agenda & Profit for 14 days.

After 14 days we will auto bill your credit or debit card unless the order is cancelled.


As an auto retail executive you need insightful and unique industry intelligence to boost your business potential. Here’s a taste of what Auto Retail Network has to offer:

  • Get informed and boost your business potential
  • More than 1,200 fellow executives have joined us
    since launch
  • Independent, carefully crafted, unique content relevant to you and your business
  • Develop a greater awareness of market trends and opportunities
  • Access to a wide range of materials whenever, wherever and however you want it
  • Significant discounts on ARN events, reports and
    other publications