Do you remember the last time you bought a car? We’ve all been there. Making an automobile purchase can be a stressful, time-consuming, and nerve-racking experience. Who could forget all the paperwork, negotiating, and waiting? To deliver a positive customer experience, auto retailers are faced with the challenge of creating a relaxing environment in their dealerships.
To gain a better perspective on enhancing auto dealerships, Greener on the Inside spoke with Ambient Designer, JOanne Craft. JOanne has designed numerous plant and holiday displays for car dealerships in the Vancouver-area and beyond.
To learn more about JOanne Craft, visit www.ambius.com/joanne-craft
What can auto sellers achieve by adding plants to their dealerships?
JOanne: Access to views of nature for both employees and customers is both desirable and a recognized best practice. It’s all about people’s well being and comfort so people will stay longer. When you’re shopping for a car, you’re probably going to spend a few hours at the retail store, so you want to feel comfortable. It’s a big financial decision when purchasing a car. Interior Plants work hard for us. As well, as looking beautiful, plants improve indoor air quality and have an impressive ability to reduce noise levels in buildings. Plant displays are effective at absorbing, diffracting and reflecting sound. Plant displays can also help with privacy concerns and help reduce stress.
In addition to the showrooms, what other spaces inside dealerships can benefit from greenery?
JOanne: Many auto retail stores now have customer care lounges equipped with high tech cappuccino makers, flat-screen TV’s, and luxury seating areas for waiting customers having their car serviced. Along with the addition of nature-inspired displays, customers will notice the fact the auto store is investing in their comfort, well being and hopefully reward them with their loyalty.
Little touches like adding a potted orchid to the concierge desk whisper a hint of elegance whilst subliminally shouting sustainability. As the saying goes, life is all about first impressions and the concierge often plays a very key role in the overall arrival process. If the concierge has a view of potted bloom displays, they are more likely to be in a better mood and in turn will be more likely to greet the customer with a memorable smile.
Why are orchids so often placed on concierge desks?
JOanne: Orchids are classy, elegant, unique, and could be even considered art because it’s an art to look after them. A lot of time and care goes into caring for orchids. High-end auto retail stores transcend a sense of luxury and elegance throughout their space and orchids also help communicate this message.
You also do a lot of work with hotels in the Vancouver area. Do you see any similarities between designing plant displays for car dealers and designing plant displays for hotels?
JOanne: Hotels always strive to make you feel home away from home. I feel the same can be said for car retail stores. Some car retailers even have massage chairs, so you can have a relaxing experience whilst watching your favorite television show, or grab a cold beverage from the refrigerator. The common goal is to enhance the customer’s overall experience, well being and comfort.
Is there a certain trend or style you’ve noticed among auto retailers?
JOanne: Often auto retail stores are looking to enhance monolithic spaces that lean themselves to larger, taller plants. I use a lot of Crescendo containers in my designs that are exclusive to Ambius. A key differentiator! I love this line of container due to the array of unique shapes, textures and colors. I like to use containers with spiral lines in my designs because they signify movement, tires rolling. Automobiles on the move!
Style and color of the container are key, I usually choose containers that blend so the automobiles and plants visually stand out more. The cars are the showpiece.
What are the hardest challenges you face when decorating a dealership?
JOanne: Timelines are often tight as some stores are preparing for their grand openings. The key challenge is making a unique design that enhances the customer’s brand image. A key differentiator is our photo-imaging technology, we can show the customer the before and after visuals of the space which really helps communicate how plants can help them differentiate themselves.
In conclusion, what’s the single biggest reason why car dealers should invest in plants?
JOanne: Ambius helps customers with their ROI which we interpret as Return on Interiors. If auto retailers enhance their space with interior plant displays its more likely the customer will stay longer and the longer the customer stays, the more likely they will purchase and remain loyal.
Click here to explore a photo gallery of JOanne’s design work.
Want to find out how plants can help the automobile purchasing experience at your business? Send us a message.