My recent spares sales experience at the company authorized service centre was a rough one. It got me thinking on how things can be improved, while ensuring everyone’s happy.
One of the fundamental revenue streams for brands is repeat business from each customer. This is where the authorised after-sales-service network comes into play. But, most 2-Wheeler service centres are slammed for capacity, at-least the ones that I know of, across popular brands. Capacity addition involves big investments, which take time to recover. Besides, there is always a sizeable chunk of customers who prefer local mechanics over authorised service centres. This is particularly true for vehicles that are out-of-warranty. Companies would therefore do themselves a favour, by opening up sales of Genuine Spares to all those that need them.
The long term, recurring potential of ‘direct-to-customer’ OEM spares sales is manifold:
- Brands get an opportunity to re-engage with customers without authorised service network capacity constraints
- Potential to drive higher brand recall
- Channel to encourage customers to return to the Company Authorised Service Centre network.
- Long-term goodwill generation through assured spares support for customers
A basic flow to drive the above goals via the Brand App/Website would be:
- A potential customer registers on the platform and creates their unique profile (vehicle details could be captured for future reference)
- Registered users get access to an online spares catalogue.
- They can then, search, select and book spares as per their requirements.
Order fulfilment could be done two-ways:
1) Direct Brand Fulfilment:
– User pays 100% amount in advance
– Brand sends out spares through central warehouse
– Regular & Express shipping
– Warranty limited to manufacturing defects only (installation damages not to be covered)
Nuances – Direct Fulfilment:
– User can order any part for any motorcycle model
– Sales are shown as direct brand push
– Shipping can be included at no extra cost (subject to limitation)
– Contact-less & Speedy delivery (vs. Dealer visit)
– Direct in-hand delivery
– DIY enthusiasts are happy
– Customers get assured Genuine Spares
2) Authorised Dealer/Service Centre Fulfilment:
– User pays part-payment as advance against booking (to keep window-shoppers away & to cover admin costs of Brand-ASC coordination.
– Platform prompts nearest ASC/User can change their preference – for pickup of spares
– User confirms, brand calculates final amount and date of spares pick-up basis (ASC shipment schedule, other internal parameters to reduce brand cost)
– User checks out with order confirmation (copy sent to ASC for their fulfilment requirements)
– User follows shipment tracking & collects parts upon arrival at ASC
3) Nuances – Dealer Fulfilment:
– User can order parts for limited/specific models
– Sales shown as dealer push
– Part-payment option, advance paid at time of booking, balance at time of spares pickup
This is just what brewed in my mind after my recent experiences & listening in on the experiences of fellow-riders around me. I would love to hear multiple views on the possibilities therein. Fingers crossed in hope of 2-Wheeler brands picking things up and roll it out…