How does an aggressive Japanese auto company leverage its brand culture to better serve an increasingly value-oriented American customer base? Suzuki® challenged Miller Zell to transform their entire network of auto dealerships and improve the customer experience, from the inside out.
THE RESULT
The Suzuki Square Brand@Retail program serves as both a retrofit and new build dealership construction program, designed to reinforce key aspects of the Suzuki brand. The program demonstrates Suzuki’s renewed commitment to the U.S. market; its design strategically encourages an open flow in-store experience that included customer accessory shopping, information kiosks and employee and vehicle showcase areas. A visually dominant “Red Box” graphic element is used throughout the space as a commanding navigation and staging element for in-store merchandising at key customer engagement areas. In a study by American Suzuki Motor Corporation conducted over the first six months of 2005, Suzuki Square Dealers sold twice as many vehicles, compared with non-Suzuki Square Dealers. In the same study, the Suzuki Square Dealers showed a 122% higher Gross Profit than non-Suzuki Square Dealers.
