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  We flew to Switzerland, though we could have driven back to Portugal on the smart fortwo. We took advantage of the trip to the Geneva Auto Show to complete one more lap of the World Shopper ’09 Programme, this time testing the service at a smart centre. Could it be that we have found the perfect car buying experience?
Geneva, March 4th’09 – It was already past 10:00 a.m. when we parked Europcar’s Hyundai Getz at the Auto Carouge Clients Parking lot, located on Route Saint-Julien. Under the same roof, though in different areas, there were models by smart, Fiat and Alfa Romeo.
A good start…
We strolled around the fortwo on exhibition until a consultant, who began service the best possible way, came up to us. After realising that we didn’t know the model in detail, he invited us to sit at his desk, explained he would present the available range and that, afterwards, we would be able to perform a test drive. Using the catalogue, this young man clearly presented the versions, motorisations and equipment levels. After taking a copy of my driving license, he said we could take a 20 minute test and headed to a smart fortwo that was at the parking lot. It was a coupé 71cv mhd (Micro Hybrid Drive) version, i.e., equipped with the brand’s start/stop system. I asked the Consultant if he wasn’t going to come along with me, to what he replied: “No, take your friend instead”. Afterwards, he performed a demo of the gearbox control at a short course run at the dealership parking lot and handed me the car.
We were careful enough to take the TomTom with us, but even though we got lost in Geneva’s slow traffic! When we got back to the dealer, the ambiance was quiet. We were the only customers there. We returned to the Consultant’s desk where he configured the intended version and announced its price. No spontaneous discount was suggested, but when we asked for the “best conditions”, the Consultant offered the prepping expenses (400 CHF), if we were to decide in 3 days time.
It was going so well…
The scheme seemed right: general presentation of the range through a catalogue and prompt performance of a test, where the Consultant would have the opportunity of statically and dynamically showing the model – but it didn’t happen that way.
First, the questions were missing. Despite the fact that a customer’s sheer interest in a smart fortwo already says a lot about a certain vehicle usage profile, the Consultant must not give up on exploring the Customer’s needs and tastes. In this case, choosing the fortwo cabrio 71 cv passion version was exclusively determined by the Customer, with no support provided by the Consultant, besides the simple presentation of the available range.
The Getz that stayed at the parking lot whilst we were testing the fortwo wasn’t stolen and my driver’s license was for real; but, if this had happened with a con artist, the test might have lasted longer than 20 minutes… Not accompanying the Customer during a test drive represents an unnecessary exposure to risk and wastes the best chance of selling the products pros. Throughout this experiment, the Customer was depicted by two people and fortwo is “for two”. Rather than letting the Customers go by themselves, it would have been better to accompany one of them or to provide two separate experiences. Tactfully, it is always possible to ideally manage this situation without creating any uneasiness with the Customers, taking the most out of communicating with both of them and without wasting too much time.
We left the Dealership, without a catalogue and with three days to decide about an offer that was only orally communicated by the Consultant.
Informing
During this experiment, the Consultant had exhibition vehicles, a demo fortwo and the opportunity for a test drive – none of these resources were used to seduce a Customer that was always interested and available.
Fortwo’s architecture encloses smart ergonomic details that profit from being clearly emphasized to the Customer. The mhd system is, for itself, a seducing factor, especially when there is the possibility of showing its working efficiency and pleasantness. The fortwo seems to have been born to have a start/stop system which adapts to its small gas engine particularly well, promptly switching on and off with no vibrations. Connected to the mechanical and robotised gearbox, the system is surprisingly user friendly. In traffic jams, we soon asked ourselves why not all the cars have a start/stop system. Besides saving fuel, we feel environmentally proud, just like when we buy a portable recycling bin and start recycling at home…
No matter how much seduction capital the product may have, it doesn’t speak for itself. The Consultant’s support is crucial so as to assure the pros and sensations visibility by most of the Customers.
In this experiment, retail has only fulfilled the informing function, instead of acting as an appeal creator, capable of enhancing the Customer’s interest in the brand, model and sale point option.
by Ricardo Oliveira
Would you like a World Shopper to pay a visit at your Dealership?
“World Shopper’09” is a worldwide Mystery Shopping tour devoted to looking for new ideas to redefine the showroom customer’s experience. Nowadays, discount is the most common resource so as to persuade the Customer.
“World Shopper Service” is a fast and effective program to share our experience with Dealers around the world and to motivate sales teams to enhance their own ability to consistently produce a positive customer’s experience.
Automotive retail urgently needs a more sustainable business model and the quality of the showroom customer’s experience plays a crucial role. Please contact us to know more about World Shopper Service!
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Mystery Shopping Providers Association
