14 images iNDIA SHOP design march–april 2013
FIXTURES case stu dy with Abid Vakil
What were the shopfitting opportunities at
Mahindra & Mahindra showrooms ?
The objective was to enhance the car accessories’
section in all the showrooms After studying the retail
market for car accessories and at dealerships, we found
several opportunity areas where sales could be driven
from the dealerships. CAEM discussed the opportunity
with us on the scope for improvement by a formal walkthrough
the display, imparting greater and better
visibility to the accessories section, and enabling
greater ease of selection.
It was suggested that taking the ‘touch and feel’
approach would greatly enhance the shopping
experience much like at supermarkets, and also
offering an organised presentation of the products
with proper signage,POPs and price listing.
How did CAEM take up the challenge?
Having zeroed on the display solution, CAEM began
designing the suggested fixtures keeping in mind the
merchandise, display and the customer satisfaction
desired, and Mahindra’s strong positioning in the
marketplace. CAEM also had to work within the budget
allocated, and provide ‘value for money’ options.
What solutions were implemented?
Based on the options available and having an
understanding of our customer profile, the
shopfitter company devised a solution which
Mahindra & Mahindra would approve of from
the point of view of the objective at hand, the
aesthetics, the budget, etc. The entire solution
was based on their study of the scenario
along with our Accessories Sales team.
They standardised the accessories display
area at our showrooms pan India; enhanced
the branding; and improved customer and
salesmen interaction. They also saved costs by
optimising use of the materials and resources
Mahindra & Mahindra
Shopfitter: CAEM India Shelving
At the end of the project, our dealers could improve their conversion levels
and correct customer perception of the accessories section at car showrooms
-Spokesperson, Mahindra & Mahindra
available to them, such as the number of
fixtures, etc, so as to ensure that in the
ultimate analysis, the objective was achieved,
and that we got our ‘value for money’.
Finally, to test the results, we installed this
solution at one of the dealership. This exercise
was repeated at a couple more dealerships to
rule out any ‘one of’ occurrence for results.
What was the outcome?
At the end of the project, M&Mdealers could
improve their car accessories business and
conversion levels; correct customer concerns
on pricing; and change their perception of the
accessories section at car showrooms.
The final result was a very positive feedback
from our customers in terms of acceptability,
appeal, usage, and most important, the
increase in revenue generated with the same
merchandise, location and space. Based on
this, we are in the process of adopting this
display solution at most of our dealerships
across the country.
Having bought a car at a showroom, why does a
customer hesitate to pick up car accessories as well?
Sale of accessories is a vertical within the dealership
itself as is sales of cars, spares and service. But a
customer buying a car of any brand generally tends
to buy accessories like seat covers, matting, music
systems, etc, from the open market or from the ‘grey
market’. We presented this business problem to the
shopfitter and asked them for a display solution. The
objective was, understandably, to increase revenue
by sales of vehicle accessories. To achieve this,
the showrooms had to attract a larger number of
customers and get them interested in buying
our car accessories.
By Seema Gupta