BookMyGarage finds distance is key for customers
Distance matters more than price to drivers booking their vehicles in for a service or repair, according to BookMyGarage.
It has analysed data from more than 22 million bookings over its platform and found that distance is the number one factor for drivers.
Of those who amended the results of its ‘sort by’ option, 42% put ‘distance from postcode’ as the priority. In response, BookMyGarage has changed its search options to put distance as the top filter selection.
Other factors that rate high among customer considerations include customer reviews, SLAs, and the BookMyGarage package of each garage.
Maximise income
Jessica Potts, chief marketing officer at BookMyGarage, said: “We keep extremely close tabs on our data to ensure our services reflect consumer needs and behaviours which in turn maximises income for our garage and franchised network partners. When we discovered motorists are driven more by distance than price, we acted accordingly and changed our search settings to prioritise distance.”
She continued:
“It is tempting to think that motorists are mostly influenced by price and as such we had placed it top of the sort selection. However, our data told a different story which also flies in the face of the conventional view that aggregate platforms are simply a race to the bottom.
“While this may be true on some platforms, BookMyGarage’s consumers are more interested in finding a garage that they feel they can trust and that is convenient. Of course, price is a determining factor but not the primary motivator.”
The platform has generated more than £100m worth of retail custom for the independent and franchised sectors in the past 12 months,
