Vehicle Handover Gifts

Personalised Gifts for customers on collection of their new vehicle.

We believe there is a special something about receiving a gift when there is joy in the air, the moment that new car or tractor or wish granted! is sitting there in the showroom, brand new and sparkling even if it is second hand or new, its a moment that is usually joyful, or even a happy-sad moment, point is, its a moment that needs to be celebrated, when done well its a moment that your clients will never forget, whether its good or bad, it will be remembered and talked about for a long time and to many people the same story will be told.

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Did you know?

There is a psychological basis to make much of the parting moment, known as the "peak-end-rule".

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The peak-end rule suggests people judge an experience based on its highest point and what occurs at the end rather than viewing it as a whole. While psychologists argue our view of an experience or event could be distorted, retailers could benefit from making the vehicle handover as special and memorable as possible to maximise the chances of leaving the customer with a highly favourable impression.

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Doesn't it then make the most sense for you to leave your clients with a highly favorable impression? that could result in improved customer retention, repeat business or a referral?

Richard Beevers, managing director of Customer Plus, the company behind the TrustFord ‘Moments of Truth’ campaign, said: “How the experience ends matters and it matters disproportionately. The most important thing to remember is the ‘peak-end rule’ – the strongest impact is often at the end of the experience.” 

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"It’s all about making the handover special"

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Sometimes it is as simple as the spare key or a key ring presented in a box, perhaps with a mug or photo. It makes something which dealers do already, such as handing over the spare key or the key itself with the dealership’s key ring, more memorable and very personal.

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“It’s not the gift itself, but the experience that people remember."

Dealers who tailor the handover to the individual ensure customers leave on a high note. 

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Among a poll of more than 50 dealers questioned by Mussay, the majority favoured handover gifts. More than 70% of respondents considered the handover gift as either ‘very’ or ‘quite’ important in the delivery of a ‘first-class’ handover experience. Almost three quarters (73%) believe that when their customers received gifts it enhanced their view of the dealership considerably, while 72% thought the handover gift had a role to play in boosting customer retention.

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the summary of the article:

• In the past, it was common for car dealerships to give gifts to customers when they picked up their new car.

• This practice has declined in recent years, as more and more car purchases are made online.

• However, there is a psychological principle called the "peak-end rule" that suggests that people judge an experience based on its highest point and what occurs at the end, rather than viewing it as a whole.

• This means that making the vehicle handover experience as special and memorable as possible can have a big impact on customer satisfaction.

• Some dealerships are now starting to give gifts again, and they are finding that it can be a very effective way to improve customer loyalty.

• The gifts can be anything from simple souvenirs to personalized items, and the most important thing is that they are thoughtful and relevant to the customer.

• By making the vehicle handover experience special, dealerships can create a positive impression that will last long after the customer has driven away.

Here are some additional details from the article:

• Richard Beevers, managing director of Customer Plus, said that "How the experience ends matters and it matters disproportionately." He believes that the "peak-end rule" is a powerful psychological principle that can have a big impact on customer satisfaction.

• Colin Devine, marketing director at Mussay Personalised Handover Gifts, said that "It's about making the handover special." He believes that the most important thing is to give gifts that are thoughtful and relevant to the customer.

• Devine also said that "It's not the gift itself, but the experience that people remember." He believes that dealerships who tailor the handover to the individual ensure customers leave on a high note.

Inchcape's group stock manager, Hamish White, said that different customers have different needs and preferences, so it is important to give them personalized gifts.

Inchcape is a car dealership company that has nine Volkswagen dealerships in the south of England. White said that the dealerships give a variety of gifts to their customers, including car accessories, teddy bears, flowers, T-shirts, and personal car prints.

White said that there are two main approaches to giving gifts to customers. The first approach is to have a cabinet of gifts that customers can choose from. The second approach is for sales executives to choose gifts for customers based on their individual needs and preferences.

White said that the first approach is good because it gives customers the opportunity to choose a gift that they really want. However, he said that some customers may not be able to find a gift that they like in the cabinet.

White said that the second approach is good because it allows sales executives to choose a gift that is tailored to the individual customer. However, he said that this approach can be time-consuming and it can be difficult for sales executives to know what each customer wants.

White said that the best approach to giving gifts to customers is to use a combination of the two approaches. He said that dealerships should have a cabinet of gifts that customers can choose from, but they should also have sales executives who can choose gifts for customers based on their individual needs and preferences.

White said that personalized gifts are the best way to show customers that you appreciate their business. He said that a bottle of champagne is a popular gift, but it is important to give customers something that they will actually use and enjoy.

White said that handover gifts are a great way to leave a positive impression on customers. He said that a thoughtful gift can make customers feel valued and appreciated.

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Among a poll of more than 50 dealers questioned by Mussay, the majority favoured handover gifts. More than 70% of respondents considered the handover gift as either ‘very’ or ‘quite’ important in the delivery of a ‘first-class’ handover experience. Almost three quarters (73%) believe that when their customers received gifts it enhanced their view of the dealership considerably, while 72% thought the handover gift had a role to play in boosting customer retention.

Neil Addley, managing director of Trusted Dealers, thinks something as simple as a bunch of flowers has a positive effect.

He said: “When people buy from a franchised dealer there is an expectation that they will be wowed by the experience, so handing over a bunch of flowers to the customer or their partner can be a nice finishing touch. A bit of word-of-mouth PR is likely to follow as friends and family inevitably comment on the lovely flowers in the living room. It will also probably prove to be a strong way of securing a positive review for the business.”

However, Beevers warns that a handover gift can just as easily leave a sour taste in the customer’s mouth and even the seemingly innocuous bunch of flowers could backfire.

He said: “Gifts should be tailored to the individual. If the standard gift is a bouquet of flowers and the person doesn’t want them, it’s just a waste of money.

“If you get the handover gift wrong, the customer could be left wondering why you gave the gift or asking ‘who is paying for this?’ So you need to think through any gifts, for example would the customer prefer something useful like petrol?”

However, both White and Beevers believe the handover process is more about the entire experience, with the parting gift just the icing on the cake.

White said: “We have become accustomed to online tailored shopping experiences and this is certainly something we should be adopting in automotive, particularly at handover. The handover can be very lengthy, but some people just want 15 minutes and others may want an hour-and-a-half. We should be asking them for their preference. However, what we do as they leave can make a lasting impression. Handing over a gift or walking them over to a gift cabinet just as they leave means they walk out of the door with a good feeling, especially if the gift was unexpected.”

Beevers added: “Do your research, ask people questions and get to know them throughout the sales process and then you can understand what kind of gift would be relevant. Combine that with how they want the handover managed. If they are a techy person, they may want to know the features inside out, but others may want to drive the car themselves first. Give people a choice.”

Their views are backed up by the independent review service website JudgeService. Sales director Dale Woodley said: “The comments we see appearing regularly regarding the handover includes not leaving enough petrol in the car or not being told there was no spare tyre – it’s apparent not all customers realise this so they need to be made aware. Doing the nice things like handing over a gift is always good, but only if the basics have been done right. It’s also important to undertake the follow-up to ensure expectations have been met.

“The handover gift is a really nice touch if everything else is right. Anecdotally, the handover gift seems to be making a comeback, as dealers are doing everything they can to stand out. Some dealers are really making the handover process special with a ‘reveal’ of the car by pulling off the wraps.

“Our statistics show that 15% of car buyers are loyal customers, having purchased their previous car from the business and 15% have purchased from the dealership in the past although they had bought their last car elsewhere, but this rises to 27-28% for the best performing dealers. If you do get everything right you can more or less double your number of loyal customers.

“As manufacturers raise standards and dealers seek to gain whatever edge they can and to create ‘fans’, not just customers, more and more are making the handover special.”

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