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I work in one city and live in another. I rent a car nearly every week and usually opt for the two lowest classes, either a 1.3 or 1.4-litre engine choosing air-conditioning for a little extra in the summer months. Last week I had a pleasant surprise.
I work in one city and live in another. I rent a car nearly every week and usually opt for the two lowest classes, either a 1.3 or 1.4-litre engine choosing air-conditioning for a little extra in the summer months. Last week I had a pleasant surprise.
Landing just before midnight, I rushed to the car rental office eager to get home. The service representative handed me the keys. When I found the car I noticed that it was a bit bigger than what I was usually accustomed to. This was probably the start to my path to purchase. Before this experience I would have never considered this marque as an option.
Open the boot, lots of space. I turn on the engine and the instruments light up. I’m already impressed by the digital display and beautifully crafted instrumentation. It’s spacious and it has multi-functional steering wheel. I drive her out of the lot; it’s a smooth drive. As I hit the highway, I decide to open her up (a little). Digital instrumentation is telling me to put her into sixth gear. This is definitely not the 1.4 litre that I usually get. The car rental company must have given me an upgrade. I was wrong.
The next morning, I pass the keys to my partner and tell her to check out the rental car. Later, she catches a lift with me into town and is also impressed by the car’s performance. We start exploring other features and gadgets and find out that the car has a Bluetooth kit compliant with the iPhone. I connect, start making calls and listening to my playlists. This is a great car. My girlfriend who is also intrigued opens the glove compartment but can only find the manual. She then whips out her iPad and goes to the marque’s website and asked me how much do I think the car retails for. I’m thinking two hundred, maybe two hundred and twenty thousand rand. She replies “R160,000 and it’s a 1.4 litre!”
It has been a brilliant experience. Wouldn’t it be a good idea for marques to plant some higher-spec cars with rental companies completely surprising customers? Isn’t it a better idea for someone to test drive a car over a couple of days rather than just a few minutes? They could even complement the experience with subtly placed shopper navigation or cue cards. Even the digital display can be pre-programmed with key messages in terms of performance, price and features. I don’t know if this has been done or is in in play but it is certainly worth considering.
Whether intended or unintended, this was the opening of the shopper marketing experience and next weekend we’ve decided to go check out their SUVs. Talk about a cross and upsell.
Keep Digging.
Frich
Pre-Tail™ is a registered trademark of the Integer Group®.
These views and opinions are my own and not those of my employer or customers.
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