7 Great Reasons

Glossy as they may be, research proves that flashy car showrooms can no longer catch the eye of as many potential buyers as they once could. According to the numbers, 8 in 10 car purchasing decisions are led by a female – yet the statistics tell us that women aren’t actually attracted to the idea of visiting a traditional dealership. Not only this, but younger buyers have claimed to find them intimidating, narrowing down their clientele by quite a margin.

But what are car brands doing not to get left in the dust? Well, many companies are now taking advantage of car product placement at retail venues, displaying cars and interacting with the public in a variety of new promotional spaces. In the last few years, SEAT, Hyundai and Jaguar Land Rover have all launched car retail stores at major shopping centres, while Ford’s five-car store dealership shares retail space with the Next store at Manchester Arndale.

What is it that makes this new and innovative means of showcasing cars so effective, you ask? Fasten your seat belts: Access Point is about to get you up to speed on how to advertise a car dealership at shopping centres and retail parks!

Why Are Retail Parks and Shopping Centres Fantastic for Advertising Car Dealerships?

A Diverse Audience

As far as car retailers are concerned, the benefits of being in a retail environment are huge. Retail and leisure destinations attract a very different demographic to car dealerships, allowing car retailers to engage with potential new customers who may not have previously considered the brand. 

By securing promotional opportunities at areas of high footfall such as shopping centres, retail parks, supermarkets and garden centre car parks, car retailers can speak directly to new consumers while they are already in shopping mode.

Extended Exposure Time

Visiting a shopping centre or retail park can be a day out in itself. So, it isn’t uncommon for masses of people to spend hours casually browsing as they shop. This extended exposure time offers dealerships the opportunity to capture customers’ attention, allowing them to showcase a car’s many features and benefits.

But that’s not all; these locations have particularly longer trading hours, giving salespeople even more opportunity to put the pedal to the metal and interact with more consumers.

Impulse Purchases

We’ve all been there. Out running a single errand, maybe even returning something to a store and before we know it, are elbow-deep in our bags, reaching for the debit card and making several unplanned purchases. It happens to the best of us! But, after all, it’s important to treat yourself. 

Placing cars strategically can tap into this behaviour, enticing potential customers to consider a new vehicle purchase or arrange a trip to your showroom.

Targeted Marketing

Many shopping centres and retail parks cater to specific demographics or interests. Car dealerships can strategically choose locations that align with their target market, allowing for more focused and effective product placement. 

For example, a dealership showcasing a family vehicle might choose a shopping centre with family-based entertainment like soft play or a cinema.

Brand Association

Whilst showrooms have proven to be kind of off-putting to a variety of consumers, placing cars in more familiar, vibrant and dynamic settings like a shopping centre or retail park can enhance the overall perception of a car brand.

This works to create a positive association, reinforcing the idea that owning the showcased cars can enhance the consumer’s lifestyle, making these locations one of the best places to advertise a car.

Increased Brand Recall

Regardless of whether or not consumers even interacted with salespeople, repeated exposure to a dealership’s products in a shopping environment contributes to increased brand recall. When consumers think about purchasing a car, they are more likely to remember and consider a brand that they encountered in the shopping centre or retail park.

Unique Shopping Experiences

With relation to brand recall and association, car product placement allows companies to offer consumers a truly one-of-a-kind shopping experience. Porsche, for example, created a pop-up store at the Westgate shopping centre in Oxford to help launch its ‘Drive a Porsche’ initiative. While the store was not designed to sell cars directly to customers, it did have a selection of models on display to show shoppers how easily a Porsche could fit into their lifestyle. 

The store also offered a unique AR experience and a range of merchandise, as well as an opportunity to experience driving a Porsche for the weekend. You don’t tend to find unique, limited experiences like this at dealerships!

What Will Be the Best Means of Advertising for Car Dealerships in the Future?

While there is still a place for car dealerships, it’s encouraging to see the industry moving with the times and exploring innovative ways to attract new customers. Car retailers who have already seen the value of marketing activities at retail parks or the local Morrisons car park are likely to take future engagement strategies a step further by securing an even stronger presence within the retail environment. 

Take electronic vehicles, for example. Not many of the newer car brands producing EVs actually have traditional car showrooms, preferring direct-to-consumer strategies or partnering with importers or non-automative retailers. So, going forward, manufacturers like these will opt to make use of car product placement opportunities in local shopping spots. Yes, digital retailing is a great way to view and compare vehicles, but nothing is more tempting than experiencing the feel and smell of a brand-new car.

As a business that works with both retail venues and car dealerships to facilitate mutually beneficial marketing and promotional activities, we predict that many more car brands will pop up at our favourite shopping destinations in the future. 

So, if you’ve ever been shopping for a pair of shoes and have gone home with a whole new outfit, you may well end up buying a new set of wheels to complement it next time.  

Find Out More About How to Advertise a Car Dealership With Access Point

If, like many other car dealerships, you wish to enhance your business visibility with product placement at a high-end location. Access Point can offer the best advertising for a car dealership for nationwide bookings.

If you have any further questions about how to advertise a car dealership, you can find out more about us and what we do by visiting our car product placement page or can contact us by calling 01704 544999 or emailing hello@apuk.net.