Online service booking and transparent pricing could generate up to £28,000 in additional annual revenue for each dealership, according to new European analysis from Infomedia.
Data drawn from two major OEM dealer networks suggests the financial benefit could rise to £29 million a year when digital booking is deployed across an entire manufacturer network.
Infomedia analysed service booking activity from more than 2,000 dealer sites between January and March 2026.
It found that allowing customers to book servicing online at any time could increase workshop revenue and efficiency without requiring additional workshop bays, staffing or extensive operational restructuring.
Half of bookings made outside working hours
Almost 50% of the online service appointments covered by the analysis were made outside traditional dealership working hours.
For one of the OEM networks, this represented around 31,000 appointments during a single quarter that might not have been captured through a telephone-only booking process.
The findings suggest dealerships can improve workshop loading by allowing customers to arrange servicing at the point when they are most engaged, rather than requiring them to wait until a service adviser is available.
Infomedia said the gains were achieved by enabling customers to self-book online 24 hours a day, with pricing and recommended work tailored to their vehicle.
Providing customers with clear pricing information also supported average upsell performance of 20%, according to the analysis.
Price transparency supports revenue
Infomedia said online booking was still frequently treated as a customer convenience feature rather than a core commercial tool.
However, its findings suggest digital booking can help dealers capture appointments that might otherwise be lost, increase the value of each workshop visit and give aftersales teams greater visibility of future demand.
The results also reflect changing expectations among European vehicle owners. Customers increasingly want to see accurate prices before booking, understand what work their vehicle requires and arrange appointments without needing to speak to a dealership.
Michelle Wells, vice-president of global marketing at Infomedia, said: “Dealerships that support the workshop expectations of modern vehicle owners are not only improving customer satisfaction, they are creating measurable commercial advantage.
“For aftersales leaders focused on retention, workshop loading and profitability, the ‘Digital Service Booking Dividend’ is difficult to ignore. Digital convenience and transparent pricing are no longer optional customer experience enhancements. They are business-critical profitability drivers.”
Ensure you always receive AM insights. Make us a preferred source of news on Google.