Guest post | Getting retail ready
During the last seven weeks we’ve been sharing as much data and insight as possible to help our customers navigate the challenges of COVID-19. As the industry awaits more clarity on when forecourts can reopen and can begin selling in a more significant way, we’ve been hearing some brilliant examples of how our customers are getting their businesses retail ready.
Here, Josh Clayman of Browns Autos shares his experience of how they’ve adapted to the coronavirus and how they’re working hard to reassure potential car buyers that not only can they sell them the right car but can do so safely.
Browns Autos (www.browns-autos.co.uk/) is an independent car dealership in Portslade, East Sussex. We are a family run business with over 50 years’ experience. However, experience means nothing when COVID-19 comes to buy a car. One minute we are having our best month in February and the next, we are taking the keys and the valuables home from the office!
It’s an unsettling experience, but now, seven weeks later, with the opportunity to reflect, I’m proud in the way in which my family and I rose to the challenge. Like the industry itself, we’re very resilient and we have always strived to evolve alongside changes in the market. I honestly believe that being stuck in our ways or reluctant to change would be the worst possible thing for our business – never more so than now.
Looking back, I feel the COVID-19 effect on business has come in the following three waves:
Wave 1 – Shock/Fear: Total side swipe of all business and a complete shut down! Lots of questions swirling around heads such as ‘what do we do next?’ and ‘how will we get by?’.
Wave 2 – Frustration: That self-pity feeling of being reduced to nothing and blaming absolutely everything and everyone – this is a difficult and vicious cycle to break!
Wave 3 – Adaptation: This is the wave I feel we are currently in, and if you haven’t started it, then you need to. Thinking forwards about being ‘Retail Ready’ and how to do it ‘effectively’. It’s one thing opening, cleaning the office and keeping 2m away – it’s quite different trying to produce 5-star service and most importantly ‘peace of mind’ for customers – and the future ones they inform about their experience with you.
We have spent the last few weeks researching best practice to ensure we are ‘Retail Ready’ and are converting leads on day one. As well as tuning in to Auto Trader’s weekly webinars, we’ve been speaking to other retailers to share tips and advice. We’ve also been looking outside of the automotive industry. It’s been invaluable and while it will be some time before we know whether these steps will be enough, I hope that we might offer some inspiration to other businesses who are unsure of what steps they can take.
So, what are we doing at Browns Autos?
Virtual showroom – 360o videos inside and outside of all stock. This is key – allowing customers to complete viewings at home. This is of course supported by telephone Q&A – just make sure you get a stabiliser for your phone/tablet.
Click and collect – Offering a £100 refundable holding deposit to all customers via our website, off the back of our virtual showroom – add ‘secure now’ button.
Unaccompanied test drive – Obviously insurance needs cross checking but plenty of research seems to be showing that we will be unable to share a car with people from outside our own houses. Demonstrate the test route, explain the process, take a valuable (their car keys, ID and phone) and follow the vehicle in another.
Sanitising all vehicles – On day of collection or delivery, cars fumigated with antibacterial mist. Process recorded and certification provided to customer.
Cars wrapped internally after sanitising – Prevent further contamination by wrapping vehicles inside. All areas that you touch.
2m lines and screen protectors – We have made changes to the office space and showroom to ensure that all staff and customers keep 2m away from one another. Screens will also be used at point of payment and sale. The office space has also been split into 2, this prevents customers and staff wondering within a 2m zone. PPE will also be in use for staff and sanitiser offered to customers.
Less than 20 minutes in contact – Customers are promised to have their deal finalised in under 20 minutes if coming to the showroom or upon delivery.
Social Media – push out your content! Let customers know about you and your stock. Post your vehicles via videos and photos, post your COVID plans and welcome back customers of old and new.
Networking with other dealers – Some of you may think, ‘why on earth go on here and tell everyone all of this, you’ll lose your edge on competitors!?’. I think this is the wrong way of thinking in the 21st century and when it comes to COVID-19, we are clearly all in this together and if it wasn’t for others generously sharing their expertise and experiences with myself, I wouldn’t haven’t been able to adapt my business or be able to pass on half of the tips above. As a trade we have to network, share best practice and evolve together at this ever-changing time.
We all hope following this our 4th wave will arrive. Normal business. However, what will constitute normal moving forwards?
I would love the opportunity to speak to other retailers to hear how they’re adapting their businesses and their thoughts on what the market holds. And of course, I’d be more than happy to expand on any of the points I’ve listed above. If you’d like to connect please feel free to get in touch, either on social media @BrownsAutos1 on Twitter, or email me directly: brownsauctions@mail.com