How Mobil 1™ is Boosting Customer Loyalty
As a shop owner in the quick lube industry, building customer relationships is necessary to succeed. With shops on almost every corner, customers are often overwhelmed by the sheer number of choices for a service provider. As a result, many quick lube customers rely on convenience and personal experience when deciding on the best fit.
To ensure that their shop receives enough business, quick lube shop owners must provide customers with unique and positive experiences. They must also invest in effectively reaching their target market and offer exemplary customer service and quality products. The Mobil™ brand helps quick lube operators do just that.
Unlike other lubricant suppliers, the Mobil brand is not out to compete with shops by operating a network of franchise or corporate-owned stores. Instead, they want to be teammates to support independent businesses.
By establishing itself as a quality brand, Mobil directly benefits shop owners by drawing in quick lube customers who prioritize superior services and products.
Attracting Premium Auto Customers
Customers who use Mobil 1 motor oil are willing to invest in their vehicles. They tend to have higher incomes, spend more on their cars, and have more vehicles. By advertising their use of Mobil 1 products, auto repair shops can attract quality, long-term customers.
Shops can also be confident in aligning with the brand because of its product’s reputation for superior performance. With a recent shop who restructured their menu to feature Mobil lubricants, it was found that Mobil 1 customers were 36% more likely to be new customers to that shop, and these Mobil 1 customers were 25% more likely to add a new service beyond just the oil change.* By offering Mobil 1 products, the shop effortlessly attracted new customers and inspired pre-existing ones to explore additional services.
Another perk of collaborating with the Mobil brand is that shop owners are offered access to Steer. Steer is a retention marketing and customer communication platform for shops that helps bring customers back and boost shops’ revenue. When a shop signs up for Steer, they are offered a suite of marketing services to increase car count and ticket averages. These services provide business reporting and scheduling assistance, helping shops acquire and retain customers and unlock exclusive savings as part of the Mobil 1™ Performance+ Network.
Help Boost Profits with Mobil 1 Performance+ Network
The Mobil 1 Performance+ Network is a collaboration between Steer and the Mobil brand that rewards shop owners for offering their customers Mobil 1 motor oil. The more Mobil 1 oil changes shops perform each month, the bigger the monthly Steer rebate they receive the following month.
This collaboration encourages shops to offer their customers top-tier oil. Mobil 1 motor oils are ranked number one in the automotive industry for trustworthiness, quality, reputation, and innovation.** To be a part of the Mobil 1 Performance+ Network, all a shop owner must do is fill out a quick and easy form online and start selling Mobil 1 motor oil. Shop owners don’t have to stress about keeping a record of Mobil 1 oil changes because Steer handles the tracking, as long as the shop specifies in its SMS which oil was used.
Another perk of the Mobil 1 Performance+ Network is that it rewards shop owners for using Mobil 1 motor oil, regardless of where it was purchased. This allows shop owners the flexibility and convenience to stock up on Mobil 1 motor oil wherever they find the best deals.
Depending on the number of Mobil 1 oil changes performed, an auto shop could receive up to $120 off their Steer subscription per month.
Streamline Customer Retention and Growth
The relationship between the Mobil 1 brand and Steer allows operators to lean on a leading brand known for quality and innovation and combine that with access to best-in-class customer relationship management software.
It is nine times more expensive for shop owners to acquire a new customer than to keep a current customer. With the Steer relationship management software, shop owners can easily keep up with customer retention through features like automated messaging and online scheduling. In a study conducted by Steer and the Mobil brand, shop owners who used Steer saw an average of a 30% increase in revenue.***
“Our collaboration with the Mobil 1 brand is a significant step towards realizing this vision,” explained Parker Swift, CEO and Founder of Steer. “Together, we are committed to bringing Steer’s innovative solutions to every shop, large or small, across the nation. This relationship not only promises to equip shops with better tools to grow their business but also provides a transformative experience for every customer, redefining the way we think about service and repair.”
This collaboration allows shop owners to satisfy customers. This, in turn, helps shops stand out and increases profitability, car count, and ticket averages.
“Having Steer by Mechanic Advisor ensures that nothing and nobody falls through the cracks,” said Jay Huh, owner of Carmedix in Durham, North Carolina.
Together, Mobil 1 motor oil and Steer will keep customers coming back and their engines running like new.
For more information on Steer, visit: https://learn.steercrm.com/mobil1-steer.
Looking to feature Mobil 1 motor oil at your shop?
Visit https://www.mobil.com/en/lubricants/carcareprogram to learn more.
*ExxonMobil internal studies, 2024. This performance is based on the experience of current customers. Actual results can vary and depend upon the specifics of the customer and their business operations.
**Source: 2022 2 2022 NOLN survey.
***ExxonMobil internal studies, 2024. This performance is based on the experience of current customers. Actual results can vary and depend upon the specifics of the customer and their business operations.