| With a state-of-the-art shop fit-out, top moments in motor racing speeding past on plasma screens, a service desk built in the shape of a car, and lowered fixtures, Supercheap Auto is making its debut into unchartered territory.
Long having been one of the nation’s major players in the auto aftermarket retail sector, Supercheap Auto opened its new Pitstop concept store at The Pines shopping mall on the Gold Coast in December in an effort to capture the female dollar and better cater for male customers bored with the general mall offer.
“There is a trend away from Do-It-Yourself to Do-It-For-Me in the auto sector,” Supercheap Auto Chief Operating Officer David Ajala said.
“There will always be people who will continue to work on their own vehicles but more and more customers are leaning more towards buying products from auto retailers and then taking them to a capable and knowledgeable friend or an auto service centre to get the product fitted or car services”
Time pressures and a lack of know-how were the major reasons for the change, he said.
“People are becoming time poor, there just isn’t the knowledge and expertise any more and motor vehicles are more complex to work on. People are still looking for value and if they can buy a product for the right price get it fitted for them, they can save a substantial amount of money.”
It’s been a trend which has been growing stronger over the past decade and Supercheap Auto are trying to capitalise on this, opening this 200 sqm shopping centres which ranges more than 3000 product lines.
At present, the retail aftermarket giant sees potential to tap into the Do-It-For-Me demographic by leveraging one of the trend’s biggest customers – women; which currently represent approximately 20 per cent of the company’s turnover..
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“We have worked hard to make our stores more shopper friendly and easier to navigate with good directional signage and clear layouts, while also improving customer service.
“Women are looking for auto stores they can feel comfortable walking and shopping in and we believe the Supercheap Auto Pitstop store hits the mark.”
“We also recognise that that men don’t often enjoy being in shopping malls with their wives or partners.
Car Accessories are Key
Female team members help to cater for female customers’ needs for personal service and approachability.
The store range focuses more on car accessories, seat covers, audio and other smaller consumables rather than the emphasis being on tools and oils.
“We have squed the range a little more towards this demographic to ensure we are catering for both male and female customers,” he said.
“It’s really exciting for our business because it opens up a new market for us.
A lot of blokes have said there aren’t many shops geared up for them and with the introduction of the Supercheap Auto Pitstop Store we hope to help address this problem.”
Roll Out
If successful, Supercheap will consider rolling out a number of these stores across the nation and in New Zealand.
A larger refurbishment program has been underway for the past six months and is focussing on improving the shopping experience with new colours, lower fixtures and a more contemporary logo.
While the program is not due to be completed for several years, Mr Ajala was confident the ongoing changes would help to broaden Supercheap Auto’s customer base.
“We are aiming to broaden our appeal in areas we had not previously focussed on.
“That means we are looking to make our stores more comfortable for all shoppers, including young professionals, females and of course our core customer.”
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