16 November 2015

This week’s Agenda story about the auto retailer adding a Subway sandwich store to its site is an interesting one. It’s certainly no gimmick; the operators already run a Subway in another location and have plenty of auto retailing experience.

The task of attracting customers through the door isn’t a new one, but perhaps it needs a different approach. Depending on your location, attracting the attention of passing shoppers could be advantageous and an opportunity to engage with them about your products and services.

Chances are you already have some sort of refreshments facility for existing customers and, maybe, complimentary wireless Internet access. For busy customers who decide to wait while minor repairs or service tasks are completed these facilities take the edge off any downtime.

However, would a branded sandwich or coffee shop concession encourage visits from people who don’t already have a relationship with you? Certainly, the concept could prove to be the ideal ice-breaker. With consumer surveys pointing to increased use of the Internet for pre-sale research and the old misconception that the auto retail environment can be an intimidating one for buyers still alive, offering what appears to be a ‘neutral’ space could be the carrot prospective buyers need to tempt them through the door.

The key to success will be selecting the right brand and activity that compliments your business. I believe the marketers call it ‘synergy’, but it’s fair to say that if you operate a premium brand business you want your offering to reflect its values. You also don’t want to be seen to be pushing expensive coffee if your cars are budget heroes, either.

And it goes without saying that you don’t want to be famous for selling outstanding coffee or mouthwatering sandwiches. You’re in the business of selling cars, not melted cheese wraps, so it’ll take a smart mind to ensure that people visit for the right reasons. As always, it’s all about finding the right balance.

Iain Dooley

Editor, Agenda

Auto Retail Network

Tags: coffee, customer, Retailer, sandwich, selling, service