Tuesday, June 11

Bored Cashier is a Marketing Opportunity

Most of the times that I've been to car dealerships, I don't really notice the cashiers until it's time to pay. The dealership I went to recently to get an oil change, however, had a cashier right in the waiting room (which was also the location of the service and parts desk). Efficient placement that should probably lead to employees working hard, since they are in front of each other and customers. For this particular cashier, however, it was 90% texting in her chair along with 10% taking payments/other work, and it's a missed marketing opportunity.



Before we venture too deeply into the car dealership cashier job description, I will make an observation: most car dealership employees are men; most cashiers at car dealerships are hot, youngish women. Being hot is seemingly part of the job of a car dealership cashier. I'm good with some eye candy: back when I worked on the dock at The Boston Store (high-end retail), there was all kinds of pretty girls on the floor, especially in women's fashion areas. But our cashiers were expected to fold clothes or bother customers when not working the cash register. Where I was on the dock, it was the standard, "If you have time to lean, you have time to clean." I know, not everyone follows the rules all the time, but that's the idea. 

Our lovely cashier at the local car place, in the two hours I was there, received a few packages, could not help find some packages that had been lost, and checked out fewer than ten customers. In fact, when I was being checked out, my service rep did all the work instead of the cashier, so she stood there and watched. 

I started to think that a bored cashier at a car service department could be marketing gold. She's already pretty, probably has lots of social media followers, and would rather be communicating with "friends" than being forced to sit there without a phone. She could be like the bored Maytag repair man, representing the fact that these cars don't even need repairs. Maybe selfies with a browser open to the current inventory. She probably has over 1,000 followers on more than one social media account.

Actually, I'd probably just do that with her: have her post about the cars, in her own voice. "OMG this pickup would make any guy a hottie!" I'd give her a list of current automobiles for sale, and then have her talk them up, focusing on all the cool features that would be da bomb. I'd probably set her up with a blog, like the one you're reading, and just tell her to have fun talking about why the cars are so swell, or whatever term the kids are using these days. Sure, some fashion and makeup advice would also be fine. 

Or, if you want to keep it to the service department, she could take selfies with the other employees and then add short bios about the guys that will be working on the cars. Basically, it would be like her friends are working hard at fixing cars rather than some guys we never see back in the service area. 

Something, anything. In fact, she's probably bored because she has to sit there and post/read all day long. The shift probably seems like forever, even if she's checking out Lily's Instagram or Hailey's vlog. Those girls are so fake, anyway, and their parents don't make them work while they're in college.