As consumer expectation shifts towards the experiential, with 77% of consumers saying they’d choose and pay more for brands that offer personalized customer experiences, it has become increasingly important for retailers of all stripes to enhance their retail offerings.

This is especially true in the fields with low consumer expectations--we are all loathe to be the next industry declared “killed” by experience-hungry millennials.

And car dealerships are sure to be the next target. Car dealerships don’t have the best reputation--from burned coffee to harsh lighting to pushy salespeople, it’s no wonder that car sales have stagnated in recent years.

But some dealerships are leveraging innovations in experiential retail design to draw in customers, resisting the stereotype of the seedy car dealership. Here are some of the best ways to bring experience into car sales:

Boost Your Environment
The first step in any retail experience is to examine your space. Even the most innovative, state-of-the-art retail technology can’t make up for bad lighting, sticky floors, and uncomfortable seating. The best car dealerships now are resisting their reputation by overhauling their built spaces.

A Subaru dealership in Chicago features a cafe, LED lighting, and a wooden chandelier centerpiece; an Acura in Westmont, Illinois, boasts a two-sided fireplace, a gabled skylight, and an aquarium along with its refurbished lounge area.

Gone are the days of linoleum flooring and fluorescent lights--the best dealerships now are upping their ambiance game.

Think “Fun”
Customers might come for a car--but they’re far more likely to stay if there’s coffee, WiFi, a video game console, or a putting green. Some dealerships are going so far as to build in-store kitchens to serve breakfast and lunch.

Along with plush seating areas and play areas for kids, dealerships are moving from a place to stop in to a place to stay. And dealerships can even think bigger--imagine VR driving simulators, nearby driving courses, raffles and game nights--to draw in customers that are looking for fun in their shopping experience.

Think Quick
One of the biggest downsides of car shopping? The complex process, the paperwork, the wading through special deals and contracts. And as tech facilitates increasingly faster and easier purchasing across markets, consumers are expecting a streamlined buying process.

More and more dealerships are focusing on expediting their retail experience to meet consumer expectation--and driving sales in the process. Buying a car has never been easier, but that’s not all: dealerships that provide car servicing are slicing down wait times to increase customer exposure to new products.

When a customer has to wait an hour or two for their car, they’ll almost certainly leave and come back. But with wait times as short as 20 minutes, and complimentary coffee, WiFi, and lounge space, customers are inclined to wait, get some work done, and maybe browse the sales floor.

And if salespeople are on top of their game, then consumers can leave their service appointment with a new car.

Takeaways
Experiential retail has become essential in drawing in and keeping customers. It’s particularly important for industries with a bad reputation--and car dealerships top the list.

But innovative interior design, creative consumer engagement, and a quick and easy retail process are bringing dealerships into the 21st century--and revolutionizing the industry while they’re at it.

Have questions about experiential retail design for your shop? Give us a call at 203-221-4777 ext. 100 or drop us a line below and an In-Store Experience representative will contact you shortly.

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