1 1

a service path to purchase analysis

building loyalty and trust with drivers

2 2 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, S4. Is this vehicle currently under warranty?

63% of drivers’ vehicles are not under warranty

3 3 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, A2. Have you ever heard of the following brands of automotive service centers?

today’s service brands: high awareness

23%

25%

37%

39%

60%

70%

74%

75%

84%

84%

89%

90%

90%

91%

93%

94%

Quick Lane Just Tires

National Tire & Battery Tires Plus

Discount Tire/America's Tire O'Reilly

Valvoline AAMCO

Your Vehicle's Dealership Service Center Meineke

Midas Pep Boys

Firestone Complete Auto Care Sears Auto Center

Goodyear Tire & Service Center Jiffy Lube

have you ever heard of the following brands of automotive service centers?

INTERNAL NOTE:

Edit chart to reflect competitive

set of client

4 4 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, A3. How familiar are you with each of the following brands of automotive service centers, in general?

today’s service brands: high awareness & low familiarity

13%

23%

28%

29%

31%

31%

31%

32%

33%

34%

35%

35%

36%

36%

42%

52%

Your Vehicle's Dealership Service Center Jiffy Lube

Sears Auto Center Goodyear Tire & Service Center

Firestone Complete Auto Care National Tire & Battery

Quick Lane Tires Plus Just Tires

Midas Pep Boys

Discount Tire/America's Tire Meineke O'Reilly

Valvoline AAMCO

how familiar are you with the following brands of automotive service centers? “I am only familiar with the name”

INTERNAL NOTE:

Edit chart to reflect competitive

set of client

5 5

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, RT5. How did each of the following source(s) help you make decisions about service centers while you researched on your computer? ‘Learn more about centers I was aware of but hadn’t considered’

your digital first impression: owned & earned

auto & service store websites

are the #1 sources across devices helping drivers learn more about service centers they were aware of but hadn’t previously considered

mobile: 34% desktop: 30%

first time visitors: social networking sites 30% repeat visitors: consumer generated reviews 24%

6 6

58% of drivers agreed with the statement: “I like to drive my cars as long as I can – until they’re ready for the junkyard”

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, S7. How much do you agree with the following statements? ‘I like to drive my cars as long as I can – until they’re ready for the junkyard’

7 7

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? and RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected?

the basics: with a digital cornerstone

ages 18-44 all ages

digital sources in top 5 most used sources when researching

service centers

8 8

the basics: top 3 sources used when researching

26%

31%

35%

40%

46%

58%

43%

45%

53%

Flyers or brochures received at a tire/ service store or dealership

TV

Flyers or brochures received in the mail

Service advisor, Technician, or Mechanic

Dealership

Family members, friends, and/or colleagues

Vehicle dealership websites

Tire & automotive service store websites

Search engines

online

in person

offline

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, all ages, N=1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? and RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected?

9 9 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices?

70% of drivers 18-44 used search when researching their service center

53% of all drivers used search when researching their service center

the basics: search usage by segment

10 10 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? Net Used Any Mobile Device (mobile phone or tablet)

the basics: mobile co-pilot

38% all ages

75% ages 18-44

% of drivers using a mobile device to research service center

INTERNAL NOTE:

Replace screenshot with

client specific example

11 11 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712, ages 18-44 only, RT10. Did you research how to do the repair yourself before taking your vehicle into a professional for repair? 2015: 47% yes, 2014 (via Google Consumer Surveys): 42% yes

increase year-over-year in drivers ages 18-44 researching repairs themselves before taking them into a professional +11%

12 12 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT10. Did you research how to do the repair yourself before taking your vehicle into a professional for repair?

the education: DIFM acts like DIY

% of drivers researching their repair before taking their vehicle into a professional, by segment

47% drivers 18-44

30% drivers of all ages

35% non oil change

25% oil change

13 13

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=528, V2. Which of the following describe the type of videos you watched while determining where to take your vehicle for service? V4. Why did you use videos as a source of information while determining where to take your vehicle for service? A: Learn how to try to do repairs or maintenance myself

the education: video teaches

#1 type of service and maintenance videos viewed are DIY videos

1 in 3 drivers watched videos to learn how to try to do the repairs or maintenance themselves

14 14 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=460, RT7. Did you watch any videos online about your service to help you determine what to purchase for your vehicle?

the education: video viewers

32% all ages

51% ages 18-44

% of drivers watching video during their vehicle service research process

viewed video 37%

15 15 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=460, V5. As a result of watching videos about your vehicle service or service center online, which of the following actions, if any, did you perform?

the education: video moves drivers to DIFM

post video viewing…

30% visited a vehicle service center

scheduled an appointment for service

16 16 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B5. Thinking back to when you first decided to get your vehicle serviced, did you know which service center you would visit?

grow your share: drivers are open

24% all ages

32% ages 18-44

% of drivers who did not know which service center to visit

17 17

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, all ages, N=1500, RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected? RT5. How did each of the following source(s) help you make decisions about service centers while you researched on your computer? A: Decide on which service center to take my vehicle

online & offline intel partners in decision making

friends & family are the #1 source

for drivers researching

when it comes time to make a decision… throughout the research process…

consumer generated reviews are the #1

source when drivers decide where to take

their vehicle for service

18 18 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT11. Did you research the parts, price, or labor recommended by the service technician?

the conversation continues after drivers leave the shop

drivers seek to validate the professional

diagnosis

ages 18-44 all ages

number of drivers who research the parts or service recommended by the technician

19 19 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, RT12. How did you research the parts, price, or labor recommended by the service technician?

drivers turn to digital to get a second opinion

of those that research the recommendation…

search 62%

viewing videos 42%

#1

#2

39% visited the website of another service center 30% contacted another service center directly

20 20

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, O3. Did you schedule an appointment for your service? B1. How important were each of the following features to you when deciding on a vehicle service center? O4. Do you have a preference for how you schedule an appointment?

make it easy for drivers to schedule an appointment

71% said that availability of appointments is an important feature when deciding where to take their vehicle for service

75% scheduled an appointment prior to taking their vehicle in for service

drivers who schedule their appointments online 41% 18-44 25% all ages

drivers who prefer to schedule their appointments online 47% 18-44 29% all ages

21 21 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, adults 18-44 only, N=712, P1. How likely are you to return to the service provider that most recently completed routine repairs or service on your vehicle?

drivers are less likely to return

2013 2014 2015

drivers who would definitely return next time…

73% 66% 58% -10% -12%

22 22

Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, adults 18-44 only, N=712, P2. How likely are you to post a review after a positive or negative experience after getting your vehicle serviced? P3. How likely are you to tell family and friends about a positive or negative experience after getting your vehicle serviced? Top 2 Box on 5-point scale

drivers are more vocal than ever

2014

2015

likely to post a review online

likely to tell family & friends

47%

55%

66%

81% +17% +23%

23 23 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B1. How important were each of the following features to you when deciding on a vehicle service center?

the most important feature to drivers today deciding where to take their

vehicle for service is positive past experience

24 24 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B1. How important were each of the following features to you when deciding on a vehicle service center?

excellent service will keep them coming back

26%

26%

27%

30%

31%

41%

42%

52%

53%

56%

63%

ratings and reviews online

recommended by vehicle manufacturer

physical appearance of service center

service center brand

referral from family member, friend, or colleague

availability of appointments

friendliness of staff

convenience of location

price

vehicle expertise

positive past experience

extremely important features when deciding on a vehicle service center