Chris Collins argues that car dealership waiting rooms should be designed around how customers feel, not just square footage. He criticizes generic TV-centered spaces and instead places a coffee bar where service customers walk past new cars, making them feel valued without spending more money.
Oh, we have to have a waiting room and we let some architect that doesn't know anything about our business design it. And you know, I mean, when I design a dealership, I'm putting a coffee shop past the showroom because I want service customers to walk through the new cars. I'm not putting one big TV with ESPN on it, you know, with one person controlling the remote. I'm having individual experiences with a really good cup of coffee. Like all of those things make people feel important and like they matter. But most of the time that's the stuff that's an afterthought and it really doesn't cost that much more money to do it the right way. It's the same thing. In fact, sometimes it can be cheaper. It's just designing around an experience and emotions and, you know, endearing those customers to our brand in a way that's meaningful, not in a way that's passive and disposable. Yeah.
