Online Scheduling Opens Shop to New Business

Every shop aims to increase its car count. There are many strategies. An operator of four Grease Monkey franchise locations in Washington state found that adding online booking increased car count by attracting a new customer category. The benefits are measurable for this franchise owner, who recently expanded from two to four locations.

Operator Adam Miller learned the ropes early, working in his father’s shop, and became the owner of the family’s two locations north of Seattle. 

The Challenge

“The problem with quick lubes right now is how do we get new customers, how do we improve our car count?” explains Adam Miller, owner of Grease Monkey locations in Bothell, Edmonds, Kenmore, and Mill Creek, outside of Seattle. 

Quick lube shops tend to serve customers who walk in the door, but not always customers who make appointments ahead of arrival. 

“It’s always been ‘come in at your convenience,’” Miller tells NOLN. “First-come, first-served.” 

While many shops see a steady stream of customers drive into their bays, there is a customer who likes to make an appointment before showing up.

The Solution

Offering online scheduling gives customers another option. Miller worked with a third-party provider, AutoOps, to add online booking for Web and mobile. 

Customers can schedule service and get a price quote online, so they know what to expect. 

“It’s all in the scheduler. They can go to our Google page, schedule an appointment, add additional items, and get a price quote,” states Miller. “When they come in, they already know what they’re expecting, and we can get to servicing their vehicle.”

Implementation was easy. Miller said when the shop contracted for the service, the first month was free. He assures that the cost is not high, even without the free month incentive. 

“Minimal dollars compared to marketing heavily in other companies. It’s a fraction of the cost,” he says. “There is low risk and potential for a lot of upside.”

The Aftermath

In a year since implementing online scheduling, the shops have seen a 3% to 5% increase in car count. 

Miller attributes the increase to a new clientele: customers who want to book an appointment. In the past, this customer would call to check on a time. There is now an online option to book an appointment. 

“That’s an option they’re more comfortable with,” says Miller. 

Customers also tend to add more services than just the standard oil change when they book online. Online scheduling helps customers plan their time and costs.

Staff at the shops initially had reservations about the service flow. 

“The biggest concern everybody had was, what if we are very busy?” Miller recalls. “Do (appointments) bypass the line?”

It was decided that appointment customers join the queue with drive-up customers. Of course, all customers are advised of the practice. 

“(Customers are given) a heads up when making the appointment; they might still have to wait,” Miller advises. 

The operator says the ability to make an appointment is a convenience for the customer, “and they appreciate that.” 

The integration of online booking went smoothly for the operator. One area that caused a hiccup was when shop hours changed due to holidays. 

“Everything worked fine. The one thing we had a minor issue with was that we didn’t put in the schedule that we were closed for the Fourth of July,” Miller recalls. 

“Make sure you post dates for national holidays,” he advises. “People will make appointments. People will be disappointed.” 

The Takeaway

With proper scheduling and established practices on the shop side, online scheduling can help a shop keep up with the pace of incoming customers and attract new customers who prefer the structure of making appointments. 

Online scheduling is simply another option to offer to customers. 

“The hardest part is getting somebody in front of your shop. That is the main thing,” says Miller. “Once we get them here, we want them to come back. We give them the entire Grease Monkey experience from start to finish.”