When it comes to the business of selling cars, creating a unique customer experience is vital. What’s more, customer expectations can change depending on the brand, and with so many different brands underneath the GM umbrella, it can be difficult to frame certain products as “exclusive.” However, as examined in a recent report by our sister publication, Cadillac Society, one standalone Cadillac dealer in the Greater Toronto Area is applying luxury lifestyle lessons as part of its revamped customer experience.
“What we did is we took apart every touchpoint, anywhere the customer [comes into contact with] us, whether it’s by phone call, whether it’s by email, whether it’s by service, so every touchpoint,” explains store president of Roy Foss Cadillac, Sam Alaimo. “And then we secured a number of luxury books and authors that have written on luxury experiences, whether it’s jewelry stores, whether it’s hotels, and we extrapolated some of their learnings and some of their recommendations and we try to piece those pieces and as I call it, automobile-ize them.”
This new approach to customer experience was developed in-house by Roy Foss, and is not necessarily a Cadillac standard. However, the dealer group decided to revamp its approach while also opening a brand-new standalone Cadillac dealer showroom, all as a means of differentiating the Cadillac brand from the rest of the GM lineup.
“Cadillac has always been a benchmark of luxury brands and one of things we’ve been hearing from customers over the last decade is that, here you are, you’re a luxury brand, but we have to come and buy a Cadillac in a store with other brands,” Alaimo said. “And after Cadillac announced a few years ago that they were going to invest $12 billion into their product, and that – as we got into 2018-2019 – there would be a new Cadillac every six months, we thought that was an opportune time to kind of really ante up and really believe in the Cadillac brand, in the Cadillac vision and there’s no way we could deliver on that Cadillac vision in a Chevrolet/Buick/GMC showroom.”
In addition to the new 7,000 square-foot showroom, the Cadillac dealer also concentrated on personnel, training, and the implementation of a curated set of updated sales strategies. Indeed, for those buyers looking for a unique, top-shelf, premium experience from their Cadillac dealer, efforts like these can go a long way.
Source: Cadillac Society