Issue link: https://read.dmtmag.com/i/147181
[ Creating a buying atmosphere ] primary demographics of each dealership, so the store doesn't feel compelled to showcase every boating activity in its region. Those lifestyle areas can be placed throughout the main showroom, or one or two can be featured closer to parts and accessories, playing up some of the available product and shining a new light on that boat. Boats that aren't in a lifestyle section should be spread far enough apart so consumers can see them clearly and so they look approachable. "Your job is to sell as many units as you can, but you have to think what the customer's mindset is," Robison said. "When they're just lined up, it's just a factory-farmed installation." Keeping things fresh Though every showroom has features that are almost always the same — from the overall look of the facility to the placement of the departments — small changes should be made as often as possible. Constantly changing the showroom is a high priority at South Florida Mastercraft. Once a month, the dealership moves its boats around the showroom, so not only do customers walk- www.BoatingIndustry.com P22x25-BI13JUL-Showroom.indd 25 sending customers to its competitors to purchase ing in see something different, but so do those parts and accessories. driving by. Wood's store also added a Product of the "I think any change that you can do to get Month, which it markets through its e-newsletyour customers to keep coming back in your ter and displays at the front of the dealership. showroom, that's what we're trying to strive for," That product is a way to feature the latest goods, Wood said. while also luring customers into the dealership. Moving the boats around not only piques Marine Center of Indiana keeps its store looknew customers' interest, but it also instills a ing new with constantly well-stocked product. sense of urgency in return customers. As boats "We have a reputation of if you come here, are shifted, it appears that more have been sold, we have it, and most of the time we do," Hoffeven if they've simply been moved to another man said. "If not, we work closely with our suppart of the showroom or outside. pliers to try to have it within 48 hours." "If they see the same stuff in the same What's important to remember, Robison exspot every time, it doesn't entice them to look plained, is that dealerships are designed to put around," Wood said. the products in front of the customers' eyes in a The dealership places its clothing on roller way that showcases what the store has to offer. racks, so they can be moved to make the pro shop "As a store, your job is promoting product," look different. South Florida Mastercraft also reshe said, "not just to house it, but to explain it cently added paddleboards, kayaks and other water-related apparel and accessories,Boating Industry and promote it to your customers." along with Evo-Skate electric skateboards, to its offerings. "At least we get them to come back in, so .com they're able to see the new product, the new boats that are out there," Wood said, adding that Read more about why redesigning a showroom is worth the investment in an online exclusive on BoatingIndustry.com. before the move, the dealership was inevitably July 2013 | Boating Industry | 25 6/5/13 10:30 AM