+13,6% to the beginning of the period · 111,773 completed orders
Autocenter Management Report
Report to North Motors
Key takeawayMoney grows, but promos and body repairs eat up the margin.
after promotional discounts
507,073 visits
53% of all orders
4.65 average rating
Trend
moneyRevenue and Margin by Month
JanuaryRUB349.8 million33,0%
FebruaryRUB342.8 million33,1%
MarchRUB406.7 million33,0%
AprilRUB393.4 million32,9%
MayRUB380.9 million33,0%
JuneRUB339.2 million33,0%
Revenue growth is there, but the margin drops in months where there are more promotional orders and body repairs.
Conclusion for owner
actionsThree decisions for the next month
01
Limit discounts on body repairsthere is a long cycle, higher warranty claims and lower margin after the promo.
02
Strengthen CRM and maps instead of promo poststhey give higher conversions and less reliance on discounts.
03
Disassemble quality by branch "South"there are lower repeat visits and more warranty claims.
Funnel
How flow turns into orders
Visits507 073
Applications309 700
Records207 940
Orders111 773
The main loss is not in the top of the funnel, but between the record and the completed order: there are no appearances, transfers and a long cycle of bodywork.
Structure
shareChannel Revenue
Yandex + organic47,7%
Maps + CRM37,8%
Partners9,3%
Promo posts5,2%
We need not just clicks, but channels where the normal economy remains after the discount.
Risk-map
Where quality sags
28,6%CRM: Best Order Conversion
9,6%Cards: low promo share
62,3%Promotional posts: too many discounts
24,8%Bodyshell: Below Directional Margin
48,0%Tires: high margin
Southmore warranty claims
Economics
Where the car center earns and where it loses
33.0% gross margin
Destinations
service linesRevenue, Receipt, Margin and Warranty Claims
| Area | Revenue | Average ticket | Margin | Warranty |
|---|---|---|---|---|
| Service | RUB985.1 million | 18 863 ₽ | 36,5% | 0,0% |
| Body | RUB675.6 million | 49 033 ₽ | 24,8% | 0,2% |
| Spare parts | RUB328.5 million | 28 870 ₽ | 30,0% | 0,0% |
| Tires | RUB131.3 million | 5 269 ₽ | 48,0% | 0,0% |
| Additional services | RUB92.3 million | 9 743 ₽ | 44,9% | 0,0% |
Branches
Point Revenue
Primorsky
RUB577.6 million
Moscow
RUB515.6 million
North
RUB420.7 million
South
RUB371.3 million
Kolpino
RUB327.7 million
Primorsky and Moskovsky are in circulation, but you need to look at the weak points not by revenue, but by the quality of repeat visits.
Channels
acquisitionTraffic, conversion and promo codes
| Channel | Visits | Conversion | Revenue | Share of promo |
|---|---|---|---|---|
| Yandex Direct | 124 578 | 21,6% | RUB531.6 million | 35,5% |
| Organics | 111 454 | 23,2% | RUB523.3 million | 15,5% |
| Maps | 85 307 | 25,6% | RUB440.9 million | 9,6% |
| CRM | 70 077 | 28,6% | RUB395.1 million | 27,3% |
| Partners | 53 491 | 19,8% | RUB206.0 million | 30,6% |
| Promo posts | 62 166 | 10,5% | RUB115.9 million | 62,3% |
Promo posts provide a noticeable flow, but require control: a high share of promo codes reduces net revenue by RUB55.3 million for six months.
Customers
New, persistent, feedback and loyalty
47% repeat customers
Customer base
New, permanent and promo codes
The promo code base is already too noticeable: the discount helps to bring the customer, but it must be separated from channels with natural demand.
Loyalty and quality
Feedback, NPS and Warranty Inquiries
28 952reviews for the period
4,65average rating
76NPS per customer
| Warranty Claims | 0,0% |
| Critical Reviews | 6,4% |
| Follow-up visit after 30 days | 12,0% |