Consumer Day at your repair shop: strategies, no discounts

On March 15, Brazil's Consumer Day drives retail activity, and many repair shops feel they need to join in by lowering prices. But discounts shrink your margin right when business picks up and teach customers to wait for the next promotion. The date can be used another way: as a chance to listen to existing customers, increase the value of each visit and bring in new people without sacrificing profit. Here are strategies for your auto repair shop on this date.

Why run campaigns on special dates

A well-planned campaign on dates like Consumer Day helps you:

• increase customer satisfaction
• attract new customers
• build loyalty among people who already know the shop
• introduce new products or services.

The key is choosing actions that add value to your service, not ones that lower its price.

Consumer Day strategies for your repair shop

Ask customers for feedback

Asking customers what they think of your services shows that the shop values the people it serves and provides useful information for improvement. On Consumer Day, you can send an email or message with a short form and a note such as:

Today is your day. That is why we want to hear from you: your opinion helps us improve our service and the quality of our work. Tell us about your experience.

Create service bundles

Instead of selling the same service for less, offer more in a single visit. A bundle that combines an oil change, a brake check and an inspection of safety items, for example, takes care of several customer needs at once and raises your average ticket without cutting prices. Before launching it, check your cash flow and financial reports to make sure the bundle is profitable.

Launch a rewards program

A strategy that works all year is the loyalty card: after a certain number of services, the customer earns a reward. Consumer Day is a good date to launch the program and notify your email list or message your customers. Rewards might include:

• a vehicle cleaning
• a filter replacement
• a full pre-trip inspection.

Hold giveaways

Giveaways among registered customers create buzz and engagement. They can take place at the shop, with advance notice, or among the contacts in your customer base. Prizes can be services or items sitting idle in inventory, which helps move merchandise without touching the price of everything else. For more ideas that protect your margin, see how to handle discounts and profit in the repair shop.

Management to put your campaigns into practice

Onmotor offers a repair shop system that lets you register customers and vehicles, issue invoices and track reports. The plans help organize the management of your service center. Talk to our team and also see our tips for Black Friday at the repair shop.