Ford, UK

When Ford approached 20.20 for help creating a more retail-focused showroom strategy, to improve sales and enhance the customer experience, we helped them understand the simple truth. Buying a new car is often a nerve-racking experience. To capture the hearts and minds of customers, therefore, Ford would have to start thinking and acting like a retailer.

Working closely with the Ford Europe team, 20.20 created a new showroom strategy and experience inspired by their brand proposition: “Feel the Difference”. The models were categorised by customer types – for those seeking: High performance; or luxury; to everyday convenience. This allowed the showroom stories to be focussed around the types of driving experience, rather than a multitude of car brands. Customer touch-points were strongly emphasised to demonstrate the complete offer. 20.20 then created a set of retailing principles that would enable sales teams to sell vehicles to in accordance with customers’ wants and needs.

20.20 piloted the retail strategy in two European sites. The format proved a great success: customers felt more engaged with the brand and less concerned by the sales approach, while the sales teams felt better able to recognise and respond to their needs.