Author: Nathan Cooper
Making it easier for customers to buy additional products and services that they value and add to their car ownership/usage makes complete sense. It’s good for the customer and good for revenue, but does the service desk always do this well?
By asking the question, I don’t wish to imply criticism because I’m sure there are some great best practices across the UK, but I do question if we could learn from the retailing community, both in-store and online.
Display items strategically by the check-in/checkout for the customer to discover when they arrive or pay their bill.
These might include:
- The option to spread payments
- Clothing and merchandise to match their car (the range of such items online demonstrates the demand)
- Value-added products such as paint protection
- Linked items to the purpose of their visit, for example an air-con clean or refill when the car is being serviced
- Valeting products to help customers keep their cars looking and smelling great
Some of these ideas work just as well online. We have probably all seen the extra item suggested approach: ‘customers who bought X often also bought Y’.
Train your staff to upsell and cross-sell
As well as improving the merchandising of the checkout space, the service desk team have a vital role in helping customers. Personally, I don’t see it as a ‘sell’ – it’s more of a ‘guru’ approach, introducing services and items that may make customers’ lives easier. Never underestimate time and convenience as benefits when helping people address a need or product desire while they’re in the showroom.
The key is about being helpful; if not done properly, staff could come across as overly pushy. Likewise, educate your staff about your products and discuss with them complimentary add-ons they can suggest. The more they know the products/services and the more practice they have, the more educated their suggestions will be to your shoppers.
Make it personal
Personalisation is important when it comes to retail. According to this study, 86% of consumers say that personalisation has an impact on their purchasing decisions.
Customers are more likely to spend when they feel special, so make sure they feel welcomed in your showroom. With easy access to a customer’s purchase history and profiles, the service desk team can make suggestions based on the customer’s personal preferences and purchase history.
As always, I hope this proves helpful.