| Dealership Design: Create An Enticing Shopping Experience |
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| Written by Jerold B. Smith |
| Sunday, 03 April 2005 16:00 |
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In today's corporate world, the importance of attracting customers to a business site is a science in itself. Retail conglomerates worldwide have designed store prototypes that not only attract consumers to their businesses by design and signage, but also offer familiar and customer-friendly settings once the customer is inside the facility. A Starbucks or McDonald's store can be recognized in Los Angeles, London, or Tokyo, and the store layouts would be much the same, though their size may vary depending on several factors. Automotive dealerships today are under the same consumer pressure: offer recognizable, customer-friendly facilities that draw consumers while providing dealers with productive and efficient internal operations. Virtually all auto manufacturers have up to three store prototypes that they would like dealers to have for specific brands. However, this is dependent on sales volumes, demographics, and other variables. Whether it's a store remodel or a ground-up franchise facility, there are many challenges that dealer principals must face as they contemplate the design and construction process. Remodel or new construction projects can be costly, create challenges, and can consume an extensive amount of time from dealer principals and other key personnel at a dealership. One California dealer who completed a remodel of one of his franchise locations in late 2004 says the undertaking was an immense decision that presented many challenges. However, proper planning and implementation resulted in a successful project. "We reviewed the process for a year before starting our remodel. We realized early on that we needed all the professional help we could get, so we selected a service firm with extensive automotive experience to help us plan, design, and oversee the entire project. This was a huge undertaking as we remodeled the entire store, inside and out, including our parts and service departments. We were involved in everything from repaving sales lots to creating a new showroom, remodeling our entire office structure to expanding our service department with nine new service bays. We had to keep our operation open during the entire project to maintain sales and provide service to our customers. The 14-month project presented a lot of challenges, but in the end we had a state-of-the-art facility that is much more productive and efficient, and we are attracting more customers to our showroom and service department," he says. "Our goal was to meet our branding requirements and create a more positive customer experience at our store. We succeeded, and made our operation more functional for our employees. While it was a major financial investment, we're getting a good return on our money." While most auto dealers are savvy about selling and servicing vehicles, most are not experts at design and construction issues. Any dealer who has recently experienced a store remodel or new construction knows that there are costs involved (often substantial), as well as extended completion dates, and plenty of potential frustrations. Making a dealership attractive, providing easy access and adequate customer parking, and creating a pleasant customer environment requires experts who understand dealers' needs, and can craft an attractive retail facility. According to many in the industry, planning for the design functionality of both customer and dealership administrative areas is equally important. Accordingly, there are several highly experienced firms that offer a variety of professional services specializing in the retail automotive industry. Their expertise in various phases of design, construction, and product offerings can save dealers time, energy, and most importantly money, all the while enhancing the store appearance and operation. One such company is The Staubach Company, founded in 1977 as an owner's representative in real estate deals. They offer dealers extensive design and construction consulting services from its more than 50 nationwide offices. "We provide everything a dealer needs-from inception to completion," says Bill Berry, a longtime project manager with Staubach. "We can handle the brokerage, finance, design, and construction elements on any project from the ground up, including pre-development, planning and zone requirements, evaluation of building requirements, budgets, and scheduling. Most importantly, we act as the owners'- representative in the entire process to oversee costs, work with manufacturers to meet their requirements, and make sure that the owners' needs for the project are met,"explains Berry, adding that selecting architects and construction firms with automotive experience is essential. "Our fee can be covered simply by making sure the construction bidding is handled properly. We know how to negotiate deals and save the dealer money." Berry points out that dealership construction can involve extensive permitting applications, hazardous waste issues, environmental regulations, and more. "We are able to expedite the permit process, review regulations, coordinate and oversee the construction and inspection process, including the technical aspects of service equipment [in service departments], and keep the dealer operating [in the case of a remodel]." Staubach allows dealers to track the entire process through a Website, allowing the dealer to follow the progress of the project. Another premier dealership design and construction company providing nationwide architectural services from site evaluation to owner occupancy is Castles Design Group, a 52-year old firm based in Houston. According to Ken Turnell, an architect and principal at the firm with 20 years architectural and project management experience, Castles has completed some 230 auto dealer projects from remodels to ground-up construction projects. "Wayne Alderman (also an architect and Castles principal) and I have personally been involved in 180 of those projects. Our process starts with a site visit and interviews with dealer principals and managers to determine their needs, then follow through with the complete design and construction process," Turnell continues. "-As the owner's representative, we oversee the entire construction process, visit the site to observe every detail, and review costs and payments with the dealer." "Some of the biggest challenges facing dealers are permitting, which can take months, as well as environmental issues, zoning rules, and other aspects that can conflict with [auto] manufacturer'-s prototypes," says Alderman, who has been at Castles since 1981. "Because we have the advantage of having done so many projects, we are able to tell dealers what has worked and not worked. Good communication between the architect and dealer is vital. With our expertise, we can make the flow so much easier for the dealer because we understand the codes, permitting, and construction elements of a project." While showrooms and retail areas are certainly key areas of consideration for any remodel or new construction, dealers must also consider the importance of service departments during any construction project. Bill Turner, a contract agent with SPX, has been consulting on service department design for the past ten years. He and his team were involved in 187 new dealership construction projects in 2004, including 100 GM Image projects. "The problems facing a new store are that often the architects or engineers need information they don't have regarding electrical panel design, or data regarding service equipment. We can assist with everything from interior/exterior lighting needs, internal electronic systems, complete equipment needs, and design review of the entire service department. This is very labor-intensive, but necessary in order to create a quality service department that is totally functional," says Turner. Other important aspects of dealership design involve lighting and flooring products that can enhance the retail experience while providing long term cost savings, safety, and efficiency to store operations. WLS Lighting Systems in Fort Worth, Texas, has installed hundreds of lighting systems at dealerships since 1969. The company provides area lighting, landscape lighting, decorative lighting, floods and wall mount lighting, steel light poles, interior furnishings, and other products, says Chuck Tordiglione, vice-president of operations. "WLS is the only manufacturer in the lighting industry to offer dealers complete systems-from design to installation." "We offer services nationwide in engineering, Photometrics design, dealership direct sales, and turn key installations, as well as a site lighting upgrade survey to evaluate existing site lighting systems," Tordiglione continues. He says many stores are consuming too much energy with over lit dealerships, noting that the lighting layout, security circuitry (night lighting) and lamp options are all extremely important in dealership design. "Unnecessary poles equate to higher construction costs and higher energy bills. We are beginning to see a trend in shopping center development that is going towards Life Style Centers that are built with more landscape, park benches, and decorative lighting. Dealerships are moving towards that comfortable atmosphere for their shoppers." Whether you are looking to re-design your showroom, upgrade fixed operations, or build a new facility from the ground up, Jennifer Nemec, principal of Ideation Studio, Inc. believes there are a number of key elements that auto dealers should consider. "Dealership design should start with a good plan and a strategic framework defining the organization goals, while being cognizant of the customer experience," says Nemec. "It is not only the look and feel of the environment and amenities, but also the ease of navigation and graphic communication program for the facility as a whole." Nemec's company specializes in brand image design for auto dealers helping to ensure that business processes are effectively translated into the three-dimensional architecture of the facility, while ensuring that the customer experience and brand message are integrated into the design solution. "Ultimately, consumers project themselves into a brand image. We buy into a brand because of how we see ourselves and how we, as consumers, want others to see us. Design is the hidden engine powering the brand promise." Nemec points out that dealership design can be successful whether with paint and vinyl, or granite and stainless steel. "It is about understanding who your clients are and meeting their expectations." In the words of Nemec's favorite author, Tom Peters, "Design is of profound strategic importance...Design is the most powerful differentiation tool we have." |
