Ford wanted to create a more retail-focused showroom experience for its customers and sales staff at two European pilot sites. Ford’s new brand proposition, “Feel the Difference” was put to the test in showrooms.
We aimed to make the Ford car buying experience one that affected each of the 5 senses so that eyes and minds were opened in a unique way. Working closely with the Ford team, we created a set of retailing principles to help sales staff sell the vehicles by customers’ wants and needs. Cars were divided into groups, each one with a different story so as to engage the customer. Emphasis on key customer touchpoints helped demonstrate the complete service offer.
20/20 are currently helping Ford carry out a staggered roll out of the ‘Feel the Difference’ showroom strategy.
