Apparently car dealers are objecting to the cost of building car merchandising palaces. And who can blame them, with an typical investment reported at $8 million!
Usually, it is the first movers that reap the rewards from this kind of investment, IMHO. They create a better retail experience, and they reap the rewards from image and perceived brand value.
Everyone else has to decide whether or not to keep up. Keeping up does not always generate a big payoff. The problem is, that NOT keeping up can cause your sales to suffer.
Similar situations:
- investing in color printing technology for your office. If other consultants are doing it, you probably have to do it, too. But don't expect some kind of ROI
- offering better coffee in your hotel. When the quality of coffee is going up everywhere, people get ticked if they can't get a decent cup of coffee at meetings and conferences. So you are hurt if you don't keep up, but don't necessarily benefit if you do
- a great many technology gains seem to follow this pattern. Banks are still processing cash, still processing cheques, but also processing debit, credit, online, e-mail, and now Twitter and Facebook transactions! Is the whole revenue pie bigger as a result -- doubtful.
I do feel sorry for the dealers. But thankful.
But I am so thankful for a carpeted showroom. I am so thankful for office designs that don't make me feel trapped in a sales guy's office. I am so thankful for a service area that I'm not afraid to sit down in, or even put my handbag down! So thank you for the glass palaces.I'm sorry it hasn't been good for you. But it sure has been good for me!
