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Article: Re-inventing the dealership (part II): serving the urban customer.
- Article from:
- Outdoor Power Equipment
- Article date:
- June 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Bev-AL Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Urban, what's urban?
Great question! In today's environment, the dividing line between "urban," "rural," "suburban," "country," and "city" gets pretty blurry. Looking at it from the dealer's perspective, it's doubtful any of these off-the-shelf labels has much significance to the operation of the business.
More important is lifestyle of the customer mix. A dealership located in the middle of an upscale suburb with a heavy concentration of "up-and-comer" professionals has different challenges than the dealership serving a diverse customer mix made up of retirees, young starter families and more traditional consumers.
It's the rare dealer who ...