Why Accessories? 1. Buick customers want to personalize their vehicle 2. Dealership satisfaction is improved by offering accessories 3. Simply offering accessories generates incremental Accessories sales and Dealership profit 4. Showcasing accessories on a vehicle is a powerful way to stimulate accessory sales LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY
New vehicle buyers want to personalize their vehicle and actively shop for personalization options ~60% of new vehicle owners shop for accessories….. either before, during or after taking delivery of their new Buick 24% Prior to purchase 10% During purchase 24% After Purchase LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
A Dealership can make incremental gross profit and increase Dealership Satisfaction when customers are offered personalization Satisfaction with Dealership based on who discussed personalization 94% Dealership Salesperson 84% 22 pt Improvement Someone else at Dealership 72% No one Customers have higher satisfaction with their Dealership when offered personalization LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
60% of customers are actively looking to personalize their vehicle yet less than half are ever offered the opportunity % Customers Offered % Customers Who Accessories at Dealership Purchase Accessories 53% Purchase Offered 19 pt Accessories 47% increase in purchase 53% 34% Purchase Not rate Offered Accessories 53% Most purchase from the Aftermarket Simply offering accessories can significantly boost Dealership accessory sales LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
PNUR understates the true accessory transaction value Myth: • If my dealership PNUR is $200, then every customer who purchases accessories is worth $200 Fact: • Transaction value is NOT the same as PNUR • If a dealership PNUR is $200 and 43% of customers personalize • The transaction value is $465 plus installation labor Getting one more customer to personalize is worth more than $465 to this dealership LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY
Buick Accessories sales represent 65% of Buick buyers purchases during the first 90 days Best chance to take $$ from the Aftermarket is to offer Buick Accessories 35% After- market GM Taking share helps fund new vehicle programs LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
Top Aftermarket accessories bought by Buick buyers who personalized their Buick in the first 90 days Product % who purchased from Aftermarket Door Sill Plates ~100% Side Window Deflector 67% Floor Mats – Cargo Premium All Weather 50% Floor Mats – Carpet Replacement 50% Floor Mats — Premium All Weather 24% LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
Showcasing accessories on a vehicle is a significant driver of customer purchases Over 50% of customers who purchased accessories were influenced to buy based on seeing the product displayed Customer spend is DOUBLE when exposed to a showroom accessory display Yet only 35% of buyers saw accessories on a Buick 35% Accessories on a vehicle 26% Accessory display LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY Accessory Tracking Study – Aug Buyers
What can you do to take advantage of Buick Accessories • Put an accessories selling process in your dealership so every customer has the opportunity to personalize their vehicle. • Offer accessories before the customer gets to the F&I dept. • Remember that offering personalization will increase the customer’s satisfaction with the Dealership….don’t be afraid to ask. • If you are asking customers today, understand the impact of mannequin vehicles • Look for Accessories opportunities on vehicles in for the first service visit LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY
Buick Accessories…. • Improve your CSI • Increase your Profits • Are good for you and Buick LUXURY AS IT SHOULD BE: YOUR KIND OF LUXURY
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