Dunlop SA Introduces Hi Tech Sales Tool
Today people expect more than a basic over the counter ‘buy and sell’ retail experience. In our technology-driven world, where a cell phone doubles as a video camera, home computer and music player, where we can pause and replay television programmes at the push of a button, there is no such thing as a passive consumer anymore. Instead people demand to be entertained, involved and informed every step of the way. No wonder interactivity has become the latest buzzword in the modern sales environment internationally.
In South Africa, Dunlop Tyres has responded to this new phenomenon by initiating a new dimension to the customer experience. At Dunlop dealers countrywide, they have developed and launched a state-of-the-art Dunlop Interactive Display Module. It is claimed to be the first of its kind in the region’s tyre business.
Jenny Soons, advertising manager at Dunlop elaborates. “Enhanced interaction with the consumer is a global retail trend, providing product information in an entertaining way, and this is what the Dunlop Interactive Display Module does – it adds interest and provides consumers with an enjoyable interactive experience.”
The module uses the latest touch screen technology, is simple to use and highly efficient. Prospective tyre buyers are taken through an animated presentation which includes dynamic video footage where they can experience the story behind the ‘Spirit of Dunlop’ and view its record-breaking run. They can explore the tyre manufacturing process, watch dynamic footage of tyre testing at the Gerotek test facility near the city of Pretoria, as well as discovering the complete Dunlop tyre range and the available sizes for their vehicle.
Jenny Soons continues, “An important aspect of the Display Module is that sales-people can take their customers to the tyre they are recommending and go through their features and benefits in detail, making it a fantastic tool for both salespeople and the consumer. In addition, the unit is easily updated with the latest product news and information meaning that dealers and the public will have instant access to accurate up-to-the-minute news – literally at their fingertips.”
Initially 100 of these high-tech units are being installed at Dunlop dealers across South Africa, with further units to follow.