As with any event, the challenge was to maximise customer participation and the number of cars sold.
COVID added other dimensions to the overall challenge…..
Success or failure was dependent in part, upon increasing customer confidence about returning to retail spaces
New and Used car stock availability had also been impacted by COVID, so Citygate wanted to generate used car stock purchases from their existing customers
Creating a compelling event that would excite and assure customers enough to return to the showrooms to buy their next car was key
Coping with uncertainty of timings due to the pandemic and not risking retailer investment that could be lost due to changes of COVID roadmap timings was essential
Overcoming lack of lead-time to activate the event, once restrictions were lifted
Accommodating customers who were unable to attend a showroom