8:12 am, January 31, 2014
ONCE, a digital showroom might have been a gimmick – but now it’s absolutely crucial, according to Jeremy Thomson, Mazda UK Managing Director.
The casual browsing that people used to do is happening increasingly online and across many different channels, Thomson writes in his latest Mazda blog.
But that doesn’t mean the end of the traditional showroom – far from it, Thomson argues.
Asked if bricks-and-mortar dealerships were still a necessity in the digital era, Thomson says: ‘All the evidence points to customers still wanting to complete their transaction face-to-face.’
And discussing the role of the traditional salesman, Thomson writes: ‘The role has changed but the showroom team still has a vital part to play.
‘They can ensure customers are happy with the specific model they’ve chosen and that the options and accessories suit their needs, as well as managing the delivery process.’
Thomson goes on to explain how Mazda is making a significant investment in bringing its premises up to date by incorporating lessons learned outside the motoring environment.
And he adds how valuable it is to display cars in places like shopping centres – marketing activity like that can drive awareness up and increase sales.
Read Jeremy Thomson’s blog by clicking here.
