PDF, 13Mb - Dayco

Garage
transmission layouts – is continuously
and constantly implemented. «At the
moment, about 150 Technical
information sheets are available on the
site, out of a total of 250 already
prepared, which will be gradually
uploaded, as soon as they are translated.
The number of layouts has reached
2300, and another 2000 are in
preparation; these will also be uploaded
gradually. The idea is to guarantee a
constant “supply” of the site, to the
benefit of the repair shop and,
consequently, the spare part dealer». All
the sheets, including assembly
instructions and belt course diagrams,
are free of charge and can be
downloaded in an unlimited number of
copies.
For the same purpose, a specific Dayco
channel was created on YouTube
(DaycoTAM): it provides a series of
technical films and the presentation of the
garage area, with all the necessary
tutorials, as well as a newsletter, that
allows to communicate the news in a
targeted and concise manner as they
occur, both in terms of product and
service.
A TOOL TO BE DISCOVERED
To sum up, the results are definitely
positive: both for the institutional part and
the web catalogue: in fact, the numbers
are growing, in terms of contacts and
registrations. «This is an important
distinction – emphasises Marion –
because it is not taken for granted that a
person who registers will come back to
the site. This means that one does not
visit the site just out of curiosity, but with
the clear purpose of consulting specific
information, which proves that what we
are offering on the site is actually useful».
However, it should be taken into account
that, in the Aftermarket sector, the
assimilation times for each new
communication channel are rather slow
in the beginning. «The distribution
network, from the producer to the
mechanic, is very long and structured
and it is natural that the new initiatives
and communication means, even though
they are efficient, take time to “go down”
all the steps to the end user», notes
Marion.
It is with this awareness that the Long Life
+1 operation was launched during the
last Frankfurt Fair. This initiative offers, for
the purchase of any kit containing a HT
belt, the possibility of downloading
through the site an extended warranty of
one year, in addition to the initial two
years. This very useful opportunity is also
intended as a tool to help the users “get
acquainted ” with the Internet, as the only
way to obtain it is through the Dayco site
and registration. «Getting used to the
means and getting confident– concludes
Marion – is actually the only way to
develop customer loyalty to this new
means of communication and, with time,
to make them appreciate its many
advantages».
MAY 2011
2 9