Schoolcraft also discussed how these statistics align with body shop customers’ traditional buying behavior.
"Shopping for a body shop is not like shopping for a restaurant," he said. "Restaurants have a sense of desire and interest, but unfortunately, shopping for a body shop is the exact opposite. In most cases, collision customers are already in the late stages of the buying cycle when they go online. They've consulted with people they trust about where to go and typically use the Internet to validate the relevant facts about the shop---its address, phone number, hours, etc.---and perhaps check out a couple of reviews, but mostly they go directly to the shop's website."
These industry-specific insights, along with his previous digital experience with Accenture, a global consulting firm specializing in digital transformation, helped PSG develop a digital marketing solution that was built specifically for the collision industry while incorporating relevant future digital trends. PSG's Digital Presence Management product features 17 distinct solutions built to help body shops market themselves online more effectively, including the ability to generate first-party reviews through SMS or email and optimize their website for both voice and local search. The product also features a full suite of digital analytics, Schoolcraft explained.
"We are so excited about this new product," he said. "Using the help of artificial intelligence, we are finally able to marry our traditional collision customer research with a shop’s online sentiment to provide a shop everything it requires to manage its customer experience and online reputation all in one place. We want to help shops realize that they don't have to spend a significant amount of money to drive traffic to their website, especially since the majority of people already know who they are. With our new Digital Presence Management program, we have eliminated all of the guesswork and can now help a shop optimize its online presence while gaining a better understanding of how to market its business to ensure the highest level of ROI."