Chorley Group invests £1.5m in showroom makeover
An award-winning Lancashire motor group is investing £1.5m in a major upgrade of its showroom facilities.The Chorley Group, which operates dealerships in Chorley, Preston, Wigan, Burnley and Blackpool, is set to become one of the first Nissan franchisees in the UK to adopt the manufacturers’ new retail concept.
The new-look showrooms will be deskless and have customer lounges with ‘refuel centres’, offering refreshments and iPads for children to play on.Work has already started to upgrade the Chorley Group’s Preston dealership and sales director, Adam Turner, has confirmed the firm’s other sites will undergo a similar transformation over the next 18 months.
Adam said: “This is a major investment for the Chorley Group, which amounts to £1.5m over the next 18 months to two years."The whole idea of this new concept is to make the dealerships more welcoming for the customer. Because customers are so much more knowledgeable when they come into a showroom these days, we have one opportunity to create a good impression."
Another key feature of the design is a vehicle handover bay, which is a dedicated area within the showroom, from where the customer will drive out in their new car.Adam said: “It’s important to have a dedicated area where a fully comprehensive handover can take place because modern cars are crammed with technology that must be fully explained before the customer drives away.
“The handover is therefore a key moment in the buying process.”Nissan GB decided to roll out the new corporate identity after it was successfully road-tested at a dealership in Oxford.
The company recorded an uplift in customer satisfaction and sales performance following the implementation of the new showroom style.“Our competitors are not standing still so we can’t afford to,” Adam added. “The motor industry is changing and evolving, and we must evolve with it to give our customers the kind of experience they expect.” The Chorley Group employs over 200 people at its five sites and was recently crowned Family Business of the Year at the Red Rose Awards.