How retailers are going above and beyond to gain customers trust and confidence in their safe practices
By Marc Thornborough, Independent Brand Director, Auto Trader
Over the last few weeks, I’ve spoken to loads of retailers of all shapes and sizes. And I’ve been really inspired and assured by some of the practices they’re putting in place to gain the trust and confidence of their customers in preparation for when they’re ready to retail again at full capacity. Here’s my collation of some the best practices I’ve observed from retailers across the UK.
Providing confidence that the vehicle is safe
Here’s the measures these retailers are putting in place to ensure they’re ready to retail responsibly:
Continuously communicating to buyers in their sales pipeline.
Ensuring vehicles are fully valeted and the cabin sanitised.
Applying protective coverings on seats, steering wheels, gear stick, handbrake.
Recording videos of the vehicle being prepared and sending that video to the buyer.
Recording vehicle test drive videos and commentaries, not just walkaround videos.
One to highlight: The best example of this that I’ve seen is Crompton Way Motors, who are sealing their vehicles once they’ve been cleaned. That means the buyer has confidence that it’s been sanitised properly and nobody else has entered the vehicle before they do.
Providing confidence that the transaction is safe
Here’s the measures these retailers are putting in place to ensure they’re ready to retail responsibly:
Completing as much of the transaction away from the showroom as possible i.e. pre-qualifying for finance and sending any documents via WhatsApp etc.
Reminding customers of any required paperwork such as their driving license.
Scheduling appointments, booking test drive slots and marking out social distancing spaces in showrooms.
Offering at home and unaccompanied test drives.
Providing hand sanitisers, staff training and public notices of standards.
Having onsite temperature checks and protective screens on desks.
Adding additional functionality to websites such as options to “Buy now” or “Click and collect”.
Introducing the ability to reserve a vehicle (for a fee) and option to pay a deposit online.
Ensuring expertise in distance selling regulations.
One to highlight: The best example of this I’ve seen is Redgate Lodge, in Newcastle Upon Tyne who in anticipation of their showroom reopening are going above and beyond by adding protective screens to all of their desks and marking out clearly defined areas to ensure distancing measures are followed.
Confidence that the delivery / handover is safe:
Here’s the measures these retailers are putting in place to ensure they’re ready to retail responsibly:
Purchasing vehicles specifically for deliveries, they’re not driving the vehicle the buyer has purchased.
Offering detailed handover videos sent prior to delivery.
Ensuring delivery agents follow social distancing guidelines and wear necessary protective equipment.
Placing a follow up call with the buyer immediately after delivery is confirmed by the driver.
Ensuring secure and separate handover areas on their premises.
Offering pre-booked handover slots.
Streamlining as many on-site processes needed with the buyer as possible to reduce the transaction time i.e. “Drive away in under one hour”.
One to highlight: The best example I’ve seen of this is Shomp BMW in the US, who are promoting and heavily marketing the promise that it will be a quick and easy transaction in the showroom, the buyer will only come into contact with one person and they’ll drive the vehicle away within an hour.
Don’t forget, tell your prospective customers about your safe practices
This week was the 6th webinar we’ve ran since lockdown was announced, with hundreds of questions received from retailers after each one. But we’re starting to hear a number of questions about when we’re planning to restart our regional masterclasses. That on its own gives me added encouragement that more and more retailers are starting to think about what they’re going to do differently once they’re allowed to reopen. Whatever steps your business chooses to take to demonstrate safe practices, make sure you publicise it and market it as widely as possible to make sure potential customers are aware of what you’re doing. This will speak volumes about your customer service as a whole, as well as putting the customer firmly at the heart of everything you do.
What measures is your dealership putting in place to ensure responsible retailing?
We’d love to hear from you in the comments section below.
