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DAVIDCUTLER publisher dcutlcr@ioc.lg

Will lt Work Herc?

After 100 years of intimidation and trickery, the sellers of automobiles have finally decided that they should make the purchase of a new car a pleasant experience, rather than the uncomfortable ritual we've all endured previously.

With scarcely an embarrassed nod to their hardsell past, auto dealers are now trotting out all manner of customer enticements to make the purchase experience a positive one. It raises the question of whether anything the car folks are now doing can be translated to help customers in our field.

Auto dealerships now boast waiting areas that feature video display walls, reading lounges, laptop computer hookups, children's playrooms, faxes and copiers among other goodies. Some include restaurants as well as boutiques to sell car related merchandise. "Car dealerships are now treating customers like human beings," marvels industry consultant Eric D. Noble.

While the hunied contractor who roars into your store for sheetrock and 2x4s isn't a likely beneficiary of the children's playroom, there are other features that could help him. Expanding the old contractor's coffee pot into a small area with a comfortable chair or two with phones, faxes, computer hookups and a copier just might provide a store with a competitive advantage.

Customers coming in to talk about a kitchen and bath remodeling job priced at the cost of a new car could well appreciate more civilized surroundings than are usually present. Warehouse retailers have found good customer acceptance of an in-store restaurant. A Big Mac and some fries can taste pretty good during a hectic shopping excursion.

Implicit in any suggestions about revamping facilities is the cost factor. While we may all agree these are great ideas, the question rcmains: will they cost more to implement than they generate in additional revenue? It's a very good question.

Ten years ago, most car dealers would have hooted at the ideas now finding widespread acceptance. Is there a lesson in all this for us?