This post was originally published on Auto Success
It inevitably happens, sometimes not long after they’ve left the dealership lot: the dreaded paint chip or scratch. They can vary from a small chip to severe road rash, but when the vehicle owner is looking to avoid making a trip to the body shop, they may contact their dealership in hopes that a DIY solution is available.
With the variety of colors and finishes now offered, getting a match can be tricky, so, in the customer’s mind, the dealership is a dependable source for providing what would most likely be an exact match.
Dealers stock automotive paint touch-up products because they meet a common need for quick solutions to scratches or chips, even if the results often leave customers disappointed. It is difficult to get the exact color match even when the number on the pen or box is the same as your vehicle’s paint code. Customers also need to be extremely careful with touch-up product application, and due to user error, often the resulting “touch up” stands out as more visible than the original issue. While the customer may only be out of pocket $10-30, disappointing results can mean lower customer retention.
However, there are better solutions available to dealers that will produce professional results and increase profits, while providing an excellent opportunity to enhance customer education about more effective alternatives.
The new year is an excellent time for dealers to educate themselves and their teams about better professional paint repair kits like those offered by Dr. ColorChip.
Dr. ColorChip’s proprietary process came from many years of development and use by professional touchup paint service providers offering the Dr. ColorChip service at dealerships.
Factory-Like Finish
Slight variations in paint formulations, aging and environmental factors can result in noticeable color mismatches. Even a small difference in shade can make the repair stand out, defeating the purpose of blending the touch-up seamlessly with the surrounding paint. Also, without proper preparation, primer and clear coat application, the touch-up area is more prone to fading, chipping or peeling over time.
User error leads to frustration as uneven application, streaks or blobs of paint worsen the appearance or make the damage more noticeable instead of less.
Dr. ColorChip’s signature “Apply, Level, Blend” process makes it easy to fix chips and scratches and produces a professional DIY result that lasts — no steady hand or painting talent required! Everything the customer needs can be found in the touch-up kits. Dealers can direct their customers to the company’s website for easy-to-follow instructions and video demonstrations.
Supply and Demand
Stocking touchup products for every color for every car would be nearly impossible. However, with Dr. ColorChip, fresh touch-up paint can be produced on-demand for each customer’s order. This means the shade matches seamlessly to the customer’s vehicle.
Customers are simply directed to scan a QR code or visit a URL to order a paint repair kit. Dr. ColorChip will ship the paint repair kit directly to the customer. The dealership then makes a better margin on a product that they don’t have to inventory or handle.
Some dealerships do choose to stock some of the most popular colors and then have the others shipped directly to their customers. The customer gets a better result, and the dealership earns more profit without filling space in the parts department or having to dispose of old stock.
Customer Needs and Dealership Goals
Paint chips and scratches are inevitable for vehicle owners due to road debris, weather and parking lot mishaps. Offering a convenient solution at the dealership addresses this common problem and positions the dealership as a one-stop shop for vehicle care.
By providing paint repair services or selling trusted DIY kits like Dr. ColorChip, dealers can keep customers returning for maintenance rather than seeking solutions elsewhere. This fosters long-term relationships and encourages repeat business for other services like oil changes, detailing, repairs and their next vehicle purchase.
Offering easy, high-quality solutions helps customers maintain their vehicles’ looks, increasing satisfaction and loyalty. It creates value through convenience, improves vehicle aesthetics and fosters customer loyalty while driving additional revenue streams.
Scan this QR code to inquire about a free sample kit and learn how your dealership can start offering a better more profitable paint repair solution today.
