Not so long ago retail was almost a dirty word in the Irish motor factor community. Motor factoring was a down and dirty trade based business and most factor premises reflected this. But whilst the majority of motor factors have greatly improved their service to the motor trade in recent years, dramatically improving delivery frequency, some have also opened their eyes to the huge potential of trade consumables and workshop product displays such as tools, clothing, workshop lighting to name but a few.

 

To highlight the potential of this "Retail is Detail" approach, J&S Automotive has created its own Motor Factor Retail showroom within it premises in Dublin. The facility provides a showcase for the point of sale displays and counter stands available from a wide selection of trade consumables and accessories brands and it has provided an inspiration to many motor factors owners, who have used it to totally revamp their front of counter operation.

 

Alan Gaynor of J&S Automotive, says that most motor factors have to focus on this area of their business again and that the J&S team, together with its high profile brands, can help them achieve this. He comments, "Our showroom area shows the wide range of stands and product displays we have available. They present products well and send out a real value message to the target audience. These have been fine-tuned by our suppliers over many years and act like silent salesmen that really do get sales results for the motor factor”.

 

Alan is keen to stress that a good retail display area will not only appeal to the motoring public, but will also give trade customers a chance to see a wider range of products. So whilst retail customers might be drawn to car care products, accessories or additives, the trade customer may, for instance, get to see the wide range of Restagraf's range of trim clips & fasteners, or be made aware of the latest Philips Leak Detector Lamps.

 

Alan says, "We have over 1,100 individual retail products across a huge variety of product sectors. These are in-demand items that customers want, so if they are presented well they will sell.”

 

The J&S merchandising team can advise on all types of product presentation and issues, such as how to make the best use of limited space and the most effective lighting. They can also provide business development ideas such as Beta Work Wear branded with the workshops own logos, the possibility for customers to select from the Beta tools catalogue and have products that afternoon or on next day delivery and the opportunity for technicians to rent AST timing tools. As an added service, motor factors can also now interact with the J&S team visually via Facetime, which is useful when it comes to product identification.

 

At a time when many motor factors are concerned about the rise of online sales, Alan says it is brick, not click sales that factors need to concentrate on. He comments, "Competing with big online retailers is not realistic, so motor factors need to build on their own strengths and concentrate on local business. This means creating an attractive sales environment that will draw customers in and get them buying.”

 

As well as good product presentation, Alan also says that it is crucial that staff take on a friendly and approachable attitude, with a good test often being how comfortable female customers feel in the store. He also says it is vital that the presentation of products changes regularly and reflects seasonal product demand. He comments, "Because J&S supplies such a wide selection of retail products, we have built up a comprehensive picture of what sells and at what times of the year. You have to be ready for the on-coming seasons and have products in stock. Telling a customer you'll have a set of jump leads or a bottle of upholstery cleaner for him in the morning is no use. He simply won't be coming back.” He adds, "We can advise on seasonal product displays and we can also point factors towards new technology products that must be on the shelves such as Ad-Blue in all different sizes, DPF maintenance products or professional Turbo diesel cleaners.”

 

For more information or to arrange a viewing of the showroom contact Ian at J&S on 01-629-7999 or FaceTime sales@jsautomotive.ie.