In the automotive aftermarket, walk-in customers present a unique opportunity for businesses to boost profits. Jim Franco suggest treating these customers more like retail clients, leveraging modern digital marketing strategies such as social media, email blasts, and loyalty programs to keep them coming back.
"Today the marketing is more challenging because in my day, and I'll be honest, we've had nice big yellow page ads and that got us a lot of customers. Today we don't have that now. It's all the internet. So we've come up with what we call e-digital marketing for this reason," Franco said.
Building a customer database is key, and it starts with simple steps like collecting email addresses. But it’s not just about capturing data—it’s about using that data to personalize the experience, track purchase history, and offer tailored promotions.
Advanced systems also help counter staff recommend the right parts and tools, ensuring walk-ins get what they need for their DIY repairs or side jobs. Curious to learn how technology can help your business cater to this untapped customer base?
