Page 7 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 1, designed and produced by Connell Marketing Associates, UK
P. 7
RETAILING
More than a
SHOWROOM
delighting
the customer
has to be more
than process
Ten million people live within an hour’s drive of the newest member
of the UK franchise dealer network. Simon Dixon wants to meet
them.
“First, you have to get people to want to step inside, then you
have to delight them,” explains Simon Dixon, operations director of
Dixon Motors Plc.
“1990 was a watershed year for us. We had a fundamental
decision to make: were we content to be motor traders or were we
serious about becoming real retailers?
“We couldn’t look for ideas within the motor industry because
we’d have been going backwards. It is the major supermarkets which
are shaping retail expectations. They are not waiting for the
customer to tell them what they want, but are constantly providing
new services; services which the customer isn’t even aware he needed
but which he then looks for in other retail environments, including
car dealerships. Even in the specialist market, where customers are
geared to expect more, dealers had ceased to innovate.
Mehr als nur
Ausstellungsfläche
Damit sich der Kunde wohl fühlt, ist
blosses Verkaufen nicht genug
Zehn Millionen menschen leben nur eine
Autostunde vom neuesten Mitglied des
Franchise-Händlernetzwerks entfernt. Si-
mon Dixon möchte sie kennenlernen.
„Zuerst muss man dafür sorgen, dass
die Leute hereinkommen wollen, und da-
nach, dass sie sich wohl fühlen“, erläutert
Dixon, Operations Director bei Dixon Mo-
tors Plc.
„1990 war ein wichtiges Jahr für uns.
Wir mussten eine grundlegende Entschei-
dung treffen: Waren wir mit unserem Pro-
fil als Autoverkäufer zufrieden oder woll-
ten wir richtige Händler werden?
MIHI EXCULTA - May 1997 7
