12:02 pm, November 26, 2019
SOME 90 new items of forecourt and showroom marketing materials have been made available to RAC Dealer Network members this month to underline the importance of the dealer site as a sales opportunity.
Sean Kent, pictured, RAC director of sales at Assurant, which partners with the organisation in the dealer warranty and aftersales sector, said: ‘Discussing forecourt and showroom presence may seem a little bit out of fashion in 2019, but if you talk to dealers about which factors help with customer decision-making, it remains a key element in the sales process for many people.
‘For an RAC Approved Dealer or a retailer that supports their sales by providing an RAC-branded warranty, reminding the customer of that fact with a car topper or windscreen poster – or even something as simple as a branded mug – has definite value.’
Items being offered by the RAC Dealer Network to its members range from floor mats and product leaflets to notepads and forecourt flags.
Kent added: ‘This kind of visibility especially has significance for independent dealers with whom the potential car buyer may not be familiar. The fact that the RAC is working with these retailers provides a very high level of reassurance for customers – something that our market research shows has a definite impact on purchasing.
‘Our view is that, yes, dealers need to be operating at the cutting edge by ensuring that they utilise opportunities such as online car retailing and finance, but they also need to get the showroom environment right when it comes to projecting their proposition. Our investment in these materials is designed to help them achieve that.’
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