HMY > The Auto Industry, Pioneer in Creating Personalized Experiences

The Auto Industry, Pioneer in Creating Personalized Experiences

The automotive industry has some specific characteristics, especially with respect to retail.  Its stores need a spacious layout and large size to focus on showing a product that’s very different from those of other industries, and at the same time,attracting customers who aren’t as frequent when compared to other markets.

This is due to the fact that cars are a large product of great economic value, they aren’t purchased on a regular basis, and stock isn’t restored frequently.

Dealerships need a size that is on average much larger than that of other stores, which pushes them to favor very particular locations. In fact, some dealerships are located far from urban centers, in areas where they can have more square footage, more versatility when shaping their spaces and more favorable economic conditions.

When they’re located in the city center, there needs to be a considerable amount of square footage available, and it’s not uncommon that they use large areas corresponding to more than a normal commercial establishment.  Or sometimes they even separate the retail administration, moving it to shopping malls to favor direct contact with customers.

Dealership Design Trends 

Although the auto industry doesn’t seem like the most dynamic industry when it comes to retail, it’s not immune to changes and new trends.  Large dealership spaces have a lot to work with, and these days, they try to take advantage of certain aspects to enhance the customer’s experience.

· Natural lighting: Lighting is very important at dealerships, but the visual experience is enhanced considerably if it comes from natural sources.  They do this by opting for light interior color tones and large windows, not only facing the outside but also to separate some of the interior rooms. This is done so as to not block the open spaces, which encourages natural lighting.

· Modern aesthetics: Decorative elements at dealerships tend to be less invasive than before. The brand’s corporate colors are respected, although they seek out complimentary neutral and minimalist touches. Based on the dealership’s brand, these elements can be modern and luxurious or they can have a more simple touch, but they always seek to identify with the brand’s target audience.

· Personal spaces: Despite the trend towards open and spacious areas, new unique and defined spaces are also suggested to get customers enjoying specific experiences. A more welcoming, homey layout is sought after to allow customers to discover the vehicles’ features, and to foster interaction between sales representatives and clients, offering comfortable spaces like waiting rooms, etc.

Technology, A Key Element For The Auto Industry

We can’t forget the possibilities offered by new technologies, including not only the development of spaces and experiences, but also the connection with customers.

There are elements like screens and displays that for the customer serve as complimentary features, offering useful information about products and services.

We can take advantage of these elements in order to include content related to the brand’s history, which helps customers to identify with its values and promotes brand loyalty.

The experience offered to customers through the brand’s website is also important. Websites have ceased to be just a mere informational platforms.  Now they can offer customization tools and other elements that enhance a vehicle’s attractiveness and demand.

Of course, we can’t forget mobile technology options.  These not only create customer experiences but also help to gather the information necessary to perform predictive analyses and improve the efficiency and management of resources available.

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