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The importance of a high quality showroom experience...

The importance of a high quality showroom experience... November 28, 2014 by Ian Wright

Remarketing Forum – FleetEurope 18th November 2014 Hamburg
I attended the Remarketing Forum run by FleetEurope last week, in Hamburg.  A really good event, run by my old friend Johan Verbois formally of Toyota Motor Europe.
Topics covered included the changing landscape of the automotive distribution.  Fascinating to engage in the debate regarding customer behaviours and the need to better manage the process from digital enquiry to physical visit.  Given that in excess of 80% of all used vehicle research starts on line now and the statisticians tell us that customers have narrowed their final selection to less than two vehicles by the time they leave home, the emphasis has to be on delivering a showroom experience that matches the highly controlled manufacturer digital sites.  Interestingly the customer research revealed that buyers are far more concerned about the quality of the dealer personnel than the facilities they buy from.  Whilst this isn’t a surprise, it does highlight a mismatch in what is happening in many dealers today – lovely facilities but lacking the training and investment in their personnel to deliver exceptional customer service.
A really informative and engaging day supported by some great guest speakers.

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