POP and Sales Support for New Products | Confero
How Do You Check Information Shared at Point of Purchase in Auto Dealerships?
The Challenge
The automaker identified several concerns:
- Multiple overlapping offers created confusion for staff and customers
- Legal restrictions meant staff needed to follow approved language
- Pre-screening procedures required accuracy and privacy awareness
- Promotional materials varied in placement and visibility
- Lack of confidence in staff knowledge risked reducing card adoption
To protect the partnership and ensure a successful launch, they needed a reliable assessment of what was actually happening in the dealerships.
Our Approach
Confero’s Auditor-Educator Team Goes Onsite
Confero stepped in with a hybrid approach combining auditing and educational support.
Auditor-Educators Delivered Clarity and Confidence
Confero deployed trained auditor-educators to each participating dealership.
Their role:
- Explain the program requirements in clear, practical terms
- Validate that promotional materials were displayed correctly
- Confirm staff understood legal boundaries around the offer
- Observe and document the dealership’s current presentation process
This unique mix of evaluation + guidance ensured staff were not just measured — they were supported.
The Results Strengthened a New Partnership
By the program’s conclusion:
- Card acceptance increased, showing stronger customer understanding
- Dealership teams demonstrated improved confidence explaining the program
- Promotional materials were consistently placed and compliant
- The automaker and credit card issuer strengthened their partnership
Confero effectively helped “test the test,” providing the automaker assurance that the launch was being executed as intended at the point of purchase.
The Success
Point-of-purchase communication heavily influences:
- Legal compliance
- Customer trust
- Program adoption
- Brand consistency
- Revenue impacts on future vehicle sales
When new items or programs enter the dealership environment, objective evaluation protects both customers and the business.
