During these Network Member Meetings, we review the results of the previous year, but more importantly we look forward and plan for the future. The simple, but important, theme of this year’s Network Member Meeting was Growth.
Since this issue of EUROGARAGE Magazine is our first fully digital issue, I would like to discuss the opportunities for the EUROGARAGE Network to grow through digitalization.
Most people think of “Digitalization” as simply moving existing content and services online. Although this is partially true, there is so much more to digitalization, which is why it is an opportunity for growth.
Digitalization provides a NEW WAY to reach an existing audience.
In the past, aftermarket workshops mainly interacted with their customers face-to-face at the counter. Advertising was typically a flyer on the counter, a sign in the window, or a perhaps a phone call. Digitalization started with simple manual emails, but now includes auto-generated emails, social media, and apps with custom notifications. This type of two-way interaction allows our customers to become our audience.
Digitalization provides access to NEW PARTNERSHIPS
Connection has always been key to business success. Digitalization provides the opportunity to take this a step further to interconnection. We must connect to the customers of our customers. In other words, we must gain access to their audience. To do this, we must add value to the service they provide to their customers. Recently, we have seen the value of this through interconnection with fleet operators, breakdown service providers, and even vehicle manufacturers.
Digitalization provides access to NEW AUDIENCES
This is the first digital issue of EUROGARAGE magazine. In the past, this magazine was printed, boxed, shipped, and distributed for people to read. The only way they could read it was by holding a physical copy. EUROGARAGE magazine was then also posted online on the GROUPAUTO and EUROGARAGE websites. Now, that the magazine is fully digital, it can be linked to other websites and social media to increase access. Individual articles and advertisements can be provided by our audience to their audience as customized content. People we have never met will be able to access the content of EUROGARAGE Magazine.
Digitalization CREATES NEW SERVICES AND PRODUCTS
This digital magazine can do things the previous version could not. For example, we can include video and links to documents, conduct surveys, and track readership. This interaction can then drive the content of the next issue.
The same thing is possible for the EUROGARAGE Network with digital services. For example, GROUPAUTO has developed a digital fleet services platform called R&M. This platform can allow the EUROGARAGE Network to provide services nationally or internationally to fleet operators. We can act together as an international network in a way that was not possible before digitalization.
