LIKE RODNEY DANGERFIELD, THE SERVICE DRIVE-THROUGH GETS NO RESPECT
Yes. The humble service drive-through. It costs far less to build than its rich cousin the showroom, and yet it’s the one that does much of the heavy lifting and gets much of the serious customer interaction.
It even occurs to me that the word “drive-through” overlooks the potential of this space, and even stereotypes it as only having one single function. Let this untapped resource shine by making it bigger and then let it earn its keep. It can do almost anything, and is a key space where you can truly interact with your customers.
For the purposes of this article, we will re-brand the service drive-through and add some sizzle by calling it the Service Interaction Zone (SIZ).
Where the showroom is static — the SIZ is interactive. From a sales perspective, the vehicle can look great in a showroom. But imagine the opportunity to showcase a vehicle in a SIZ! You can see the vehicle, start the engine, hear it and drive it out. The SIZ is an opportunity to present the customer with an immediate 360-degree experience of the product — and even go head to head with its competitors within the confines of your store.
MULTI-PURPOSE
It can be used as a welcome zone, a vehicle pick up area, a pre-owned showcase, a delivery area and even an electric vehicle charging station. Not to mention the potential for vehicle programming, dry detailing or even a brake test or alignment.
Sit in a hotel lobby and watch the concierge desk. They check-in and check out guests, help with reservations, book tours, and arrange any myriad of guest-related services. It is a revolving door of activity — guests’ needs are expressed and met within a matter of minutes. Imagine your service drive-through achieving its full potential in such a way!
We all know that constructing usable, functional areas enhances a facility’s Return on Investment. Here is a sample itinerary how a SIZ can be used 24/7:
• Morning: Primary function is service reception where the service writer can interact with the customer, and see the vehicle.
• Day: An area for demos to showcase your product and even compare against a competitor’s product. Throw in a few vehicle deliveries for good measure.
• Afternoon: Have your customers pick up their serviced vehicle in a controlled environment to show off the complimentary wash.
• Evening: A certified pre-owned showroom (CPO), competitor comparison area, and throw in a few vehicle deliveries for good measure.
• Overnight/ Sundays: Charging stations for EVs or plug-in hybrids, keep key CPO vehicles dry and clean.
More and more, dealers are seeing this space as a functional area with a very high value versus lower finish and construction cost. Most of the facilities we are planning as new builds and renovations are incorporating a minimum space of 2.5 lanes wide and three cars deep.
How do you pay for this? Although OEMs may not always agree, our thoughts are towards changing the ratio from 80:20 Showroom to Drive-through to 60:40 or even 50:50. The image below shows how this could be laid out in plan.
GREATER INTERACTION
Perhaps the most powerful argument for the SIZ is based on a Deloitte study presented by retail expert Ramesh Swamy at this year’s CADA Summit. A large segment of today’s buyers, not to mention the buyer of the future, is Generation Y. The study shows they want a better dealership experience. To us, making it more interactive fits the bill. These buyers typically test drive twice as many vehicles as Generation X and baby boomers. What better way than to provide an interactive space that can offer more than a “static” showroom in an interactive world.
The bottom line is that you spend millions of dollars on bricks and mortar to sell vehicle products and services, so it’s in your best interest to make every square foot of the dealership works efficiently. If your customer is venturing there, then optimize the space — whether communicating your level of customer service through nicely detailed washrooms and lounge areas, or an efficient and interactive service drive-through — no space should be a wasted opportunity to engage with your customer.
While we are likely not yet at the point where customers will treat the SIZ like a hotel valet — given the opportunity, they very well might. You only need to look at Apple stores to realize the future of interactive sales — learning and service, is already here.
