Driving Sales with Smart Showroom Design

If you ask any auto dealership owner or executive what they appreciate most about their business, they’ll likely mention the sales process. Helping customers select the best vehicle for their needs is a key factor in any dealer’s success. Dealers also know that a successful sales process starts long before a customer talks to a salesperson. In fact, it begins the moment someone decides to pull into a dealer’s lot. The showroom building, location and more all help drive sales.

At STAR, we offer decades of experience helping auto dealers design and build state-of-the-art facilities.  Several of our clients have used STAR since the 1970s – with generation after generation trusting our expertise and insights. Over the years, we’ve seen dealerships change, grow and evolve. Here are several design trends that have helped our dealers boost sales:

Inviting, Customer-Friendly Buildings

Showrooms – especially showrooms in Northeast Ohio – need to have plenty of room to view cars whatever the weather. Auto dealerships are often 50,000 square feet or more with open spaces for parking vehicles. These spaces also need to feel welcoming, not cold or sterile like a warehouse. Auto showrooms today feature large walls of windows to let in light and give customers a view inside. Buildings can be oriented to take advantage of natural light when it matters most while being mindful of not overwhelming HVAC systems. Lounge areas, coffee bars and other amenities can enhance the feel of a showroom and encourage customers to spend time exploring their options.

Private & Comfortable Consultation Areas

An open and inviting space is great for browsing, but when it’s time to discuss the details of a sale, customers want privacy. If they don’t see these areas, they may be inclined to avoid talking to your sales team. Designing spaces that guide customers from browsing vehicles to consultation, test drives and financing accelerate decision-making.

Buildings that Leverage Brand Identity

Depending on the badge your dealership wears, different auto manufacturers may require specific architectural elements or materials for the space. At STAR, we’ve helped dealers build within these parameters while still meeting local environmental, zoning or building codes. We’ve also helped dealers build used-car or multi-brand showrooms that assure our clients can build their own personal brands.

Service as a Value Add

Part of the vehicle buying process includes offering service contracts or touting service as a value-add for purchase. Gone are the days of greasy garages tucked away from view. Today’s showrooms flow seamlessly into service, showcasing the ease of vehicle maintenance, encouraging brand loyalty and faith in the dealership. An experienced construction partner can help a dealership plan ahead to avoid costly improvements in the future.

Designs That Support Changing Car Technology

Car manufacturers are offering an ever-growing selection of electric vehicles, and dealerships need to support the technology at every stage in the buying, servicing and ownership process. That means charging stations for both dealership and customer use as well as service areas that can accommodate the unique maintenance needs of EVs. This starts at the build, with considerations built-in to support the electrical infrastructure needed to accommodate EVs.