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A studio treatment in retail activation · Automotive retail and dealer networks
Subaru Outback Genuine Accessories
Automotive accessories at the dealership
Turning dealer showrooms into product commercialization engines
The buyer’s problem
The Outback was already a successful vehicle, with accessories that make it more useful and more personal. Showrooms relied on printed materials and what each salesperson happened to know, so customers often missed them. The challenge was to bring those accessories to life at the dealership, reach customers at the right moment, and give sales teams a reason to introduce them.
Where the work touched
The moves
A display that wakes up
A compact, motion-activated screen mounted to the vehicle glass with suction cups. When a customer walked up, it played video showing the accessories and what they do.
Content that shows the value
Product videos, campaign graphics and branding built for the showroom, not just for advertising.
A reason for sales to act
SPIFF incentives that rewarded dealership staff for introducing accessories.
Rollout across the region
Campaign planning, merchandising and deployment with participating dealers in the Rocky Mountain region.
What the dealers taught us
Adoption varied. Some dealerships embraced the program and others were less engaged. Even a well-designed program depends on the people who deliver it. The technology drew attention, the videos showed the value and the incentives drove action, but the sales teams decided how far it reached customers.
The outcome
A regional accessory program developed and rolled out to participating Subaru dealerships in the Rocky Mountain region, combining interactive merchandising, creative production and sales incentives at the point of purchase.
Commercialization succeeds when the product, the experience and the people delivering it work together.
Historical professional experience of Daren L. Fields and his boutique marketing agency team, on a regional retail program that began with a connection made at SEMA. Subaru, Subaru Outback and SEMA are named for historical context only. No current affiliation, sponsorship or endorsement is implied.
Great products deserve great commercialization.
StratfordX HyperStudio brings the experience, intelligence and execution discipline to move commercial opportunities toward market activation.
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