Auto workshops are an old-school affair. Most of them are way behind in terms of modern marketing and operation. They do not have Google pins, digital footprint, e-payment options, or even a Facebook page. Some have modernized their places by teaming up with Shell for a Shell Helix Auto Workshop (SHAW), but there’s still a lot of untapped potential for such outfits.
This is why Shell Philippines brought together auto workshop owners, industry experts, partners, and employees at the Fast Track Auto Workshop Business Summit held at the SMX Convention Center in Clark, Pampanga. Aside from learning the benefits of the Helix Auto Workshop, the business owners themselves get to hear from industry experts on how they can boost their establishment for more gains. Here are some key takeaways from this session.
Shell Helix Auto Workshop isn’t a one-way street
Some might see SHAW as a sticker deal. That is a brand just putting their logo, dumping their supplies and calling it a day. With Shell, they are providing the BEST for your workshop. That is Branding, Equipment and Tools, Shell Marketing and Digital Programs, and Training as discussed by Jensen Garcia, Shell Helix Brand Manager.
Branding involves the look of the shop. They will help transform your place into one that is reminiscent of every Shell station. Shell will also provide the uniforms for your personnel. Owners can also choose from 3 tiers of equipment from Shell’s catalogue. The basic includes steel organizers and power tools while the top tier package will have electric lifters and diagnostic tools.
The marketing aspect means your shop will be included in their promos, locators, and you’ll have exclusive pricing support. Best of all, your people will have regular training and upskilling which is crucial in today’s transition to electrified cars. Caco Tirona of AutoDeal emphasizes that customers are getting more and more concerned on who can service these new breed of vehicles so having the knowledge to tinker with them will be a definite advantage.
Brand recall is real
There’s nothing wrong with putting up your own name. It’s just that data reveals that there is an advantage with having a known brand up there instead. According to Ika Halili, Country Marketing Manager for Shell Lubricants Philippines, there is a significant uptick in the perception when someone chooses SHAW. From getting the same oil to customer satisfaction, there is a clear advantage for being a Shell Helix Auto Workshop. It’s not surprising since the top 4 things that people are looking for in an auto workshop – use of genuine products, honest dealings, clean place, and easy to go location – can all be found in Shell partner workshops.
Digital presence is a must
The digital world is getting more and more involved with the place we live in. Not adapting to change will surely be detrimental to business growth. This is why Klaude Mandaya, TikTok Shop Philippines’ Education and Incentives Manager, shared a lot of tips on how shops can maximize their platform to get the visibility they need online.
No one needs to dance. One needs a clear vision on what they want to be online – a formal business or have a persona, then move around that idea. The basics are the same either way. You’ll need an engaging story, consistency in putting up videos, and take advantage of ‘yellow basket’ opportunities when you can.
Versatility in payment
A lot of money goes through an auto workshop. A single transaction alone can yield into the upper 5 digits for a complete Preventive Maintenance Service. But the increase in demand will also come with a few pain points according to Edbert Golangco, Maya Business Head of National Sales. like the lack of flexibility in payments, high maintaining balance and fees, and the fact that only 4% of bank loans are granted to small and medium entrepreneurs.
Maya tries to solve this with their all-in-one solution system. They can make digital payments very easy with their own terminal that accepts credit and debit cards, as well as QR Ph. They also have Maya Business that offers Business Deposits and Flexi Loans for a more solid financial backing for your business.
Don’t forget to have a specialty
It was also mentioned that these are not enough to make your workshop standout in your area. Oil change, Preventive Maintenance Service, and Tire Setups can be done by numerous other shops. Having a digital footprint and multiple payment options will help, but if you really want retention, one will need a specialty.
It goes back to the old days of auto shops. One might be good in servicing a certain brand, while the other might be good in a specific component – aircon for example. Give your customers a reason to choose you over others. It could be paint, tires, engine, transmission, suspension – anything to really make you distinct and not just another branded workshop.
“Shell Helix has always believed that progress is best achieved together,” said Jackie Famorca, Vice President of Shell Lubricants Philippines. “Through our partnership, we equip workshops with the right knowledge, technology, and resources to deliver superior car care and earn lasting customer trust. This is why we’ve laid out a roadmap to accelerate workshop success, anchored on three key pillars: Be Smarter in Business, Be Sharper in Innovations, and Be Stronger in Operations.”
