Ford’s recent showroom upgrade programme introduced a number of new features into its dealerships, including additional TV monitors and the ‘Discover Ford’ zone, which adds iPads for customer use. Both allow the introduction of more digital content into the showroom and sales process.
Social media and special lounges
Ford also has other showroom initiatives, including the ‘FordStore’ concept, the first of which is operational at TrustFord’s Edgware Road dealership in Colindale, London. These make even greater use of technology, with social media feeds on screens in the ‘Hello’ zone, plus separate monitors allowing product-specific content to be played. A three-screen by three-screen ‘power-wall’ can be used to display and develop the customer’s personal vehicle configuration.
The second initiative is Ford’s Vignale premium lounge concept which will be installed at certain dealers. Featured on the Ford stand at the recent Paris Motor Show, it’s about more upmarket fixtures and fittings, plus a range of premium accessories. Exclusive to FordStores – there will eventually be 65 in the UK – Vignale lounges will be installed in up to 30 dealerships by the end of the first quarter of next year, following significant investment by both Ford and franchise holders. Speaking at Paris, Ford of Britain MD Mark Ovenden said: “It’s an exclusive area that supports the spirit of Vignale, a lounge that captures the essence of the cars. It will include an interactive coffee table displaying content linked to the Vignale range.” He is keen to point out it won’t just be for Vignale customers, but for everyone visiting the dealership.
Additional services for Vignale buyers will include a complimentary monthly car wash, free collection and delivery for servicing, and a dedicated contact number at the dealership.
Audi City in London’s exclusive Mayfair district is another dealership promoting the idea of customer lounges. Gary Pearson, sales operations manager for Audi UK, said that was supported by brand hosts acting as the first point of physical contact.
“They are a member of the showroom team who is not dedicated to selling cars, but to assisting the visitor in whatever they may need – from encouraging them to browse freely in the showroom to guiding them through the various technologies,” he said. All hosts have experience of providing premium service from retailers such as Apple, Paul Smith and John Lewis.
Alistair Jeff - 20/11/2014 15:28
I might be so bold as to suggest that correctly used available engaging video technology that personalises the customer experience, brings it to life, makes it fun, and feels like the dealership 'made an effort'....oh and can work on relevant technology (phone, tablet & desktop' would answer Hugh's point here: "Dickerson said research showed helpful and knowledgeable sales people, supported by great technology and a good selection of the right cars in stock, was rated as more important." Tech should be easy for dealers to engage customers with fun & some 'wow'... send them a video to introduce yourself....to show them how big the boot really is....to confirm a test-drive appointment....to show them their new car has arrived....to thank them for their order...