What better way to entice busy urban women to buy cars than to set up pop-up showrooms in shopping centers? That was the thinking of Jaimes Frizelle's Automotive Group, which set up an Audi showroom at the Westfield Carindale shopping center just east of Brisbane in Australia.
The pop-up showroom caters to women who feel out of place in traditional car dealerships. The showroom aims to offer a less threatening and confronting space for women to consider and purchase the car of their choice.
The pop-up showroom is just the latest of many measures taken by James Frizelle's to target women-buyers, including setting up women-only positions on its sales floor.
The showroom also follows similar measures in the US and UK designed to better cater to women car-buyers.
Women-Oriented Car Showrooms
James Frizelle's Pop-Up Showroom Entices Women Into Buying Cars
Trend Themes
1. Pop-up Showrooms in Shopping Centers - Setting up pop-up showrooms in shopping centers is a disruptive innovation opportunity to attract busy urban women to buy cars.
2. Creating Female-focused Car Buying Spaces - Creating less threatening and confronting spaces for women to consider and purchase cars is a disruptive innovation opportunity to cater to women car-buyers.
3. Targeting Women Buyers in the Automotive Industry - Implementing strategies to specifically target women buyers in the automotive industry is a disruptive innovation opportunity to increase sales and customer satisfaction.
Industry Implications
1. Automotive Industry - The automotive industry can embrace the trend of setting up pop-up showrooms and creating female-focused car buying spaces to attract more women buyers.
2. Retail Industry - The retail industry can benefit from collaborating with automotive companies to host pop-up showrooms in shopping centers and provide a unique shopping experience for women.
3. Marketing Industry - The marketing industry can help automotive companies implement targeted strategies for women buyers, leveraging the growing demand and potential in this market segment.