In our previous article, we have stated that the car dealerships are still alive and will, most probably, stay here in the coming years. Today, we will investigate on what the perfect showroom is from the shopper perspective, and we will investigate how car manufacturers, importers, and dealers could ‘see’ and improve consumer satisfaction in the Showroom Math Formula.
Let’s start with the main factors that a shopper wants in an ideal showroom.
1. I want to find the car I am searching within first 15 seconds in the showroom.
2. I want to see the prices which are fair, transparent and easy to calculate.
3. I want to see the advertised model in the showroom.
4. I want the car salesman to give me the fair representation of competitor’s landscape and give me the fast overview of key features/benefits of my shortlist.
5. I want to be able to test drive a car within 10 minutes of walking into the showroom.
6. I want to receive a fast, easy to digest proposal through email, WhatsApp and other, new means of communication which I am used to communicating in.
7. I want to talk about the Automotive Pro and learn more about the benefits of the cars without feeling forced to request a proposal or buy a car.
If we as a dealership can satisfy consumer needs, they will respond with a) more visits to our showroom, b) ask for a quotation c) ask for a test drive and d) purchase the car.
Once we start to look at our revenues as a direct result of how satisfied our shoppers were in our showrooms, this will lay out the foundation for new KPIs which will drive more revenues in a scalable way.
If we focus on how much of the showroom traffic are we converting to quotations and test drives, we will be able to set up a prediction model which will lead us to more optimal fleet performance.
Traffic in it self does not bring in revenues, but traffic converted to quotations and quotations converted to the deals does. In this way, we can pinpoint the showrooms who have higher traffic, e.g., more opportunities to turn traffic into sales but failed to do so. We will know that we need to optimise the assortment, staff, services, nd space in order to bring Traffic to Quotations percentage to the right level. These levers can be found in Monolith’s Periodic system of retail performance elements.
In the image above, you can see the part of the ActionBoard system which is being used by leading showrooms to optimise shopper satisfaction.
If you want to find out more about the ActionBoard, please ask for a demo on our website.
Monolith. Shopability For Profitability.
