Good business is child's play for dealership

At Frank Boucher Imports, a service customer and her three daughters often voluntarily spend hours at the dealership, even after their car is ready.

They are among the many families that spend much of their dealership visit on the outdoor playground built by the Racine, Wis., retailer, which sells Kia, Volkswagen and Mazda vehicles from side-by-side dealerships.

"It's a magnet for kids," said Keith Zylka, platform manager of the stores. "As the word has gotten out, it definitely has had an impact on our service business. I've had numerous conversations with customers commenting how much they love us having that system there and that they come there, especially in service, for that reason."

The playground, which sits between the Mazda-Volkswagen store and the Kia store on the same property, has helped the dealerships boost service business and customer satisfaction scores. The play area features swings, a slide, a rock wall, a playhouse and more. Frank Boucher Imports installed it in 2013.

Some customers choose the retailer's service lanes over quick-service competitors for basic maintenance, such as oil changes, because of the playground, Zylka said.

"What fun is it for the kids to go to Jiffy Lube or a Quick Lube or any other dealership … as opposed to coming to Boucher Mazda-Volks-wagen-Kia? The kids look forward to going on the playground," Zylka said.

The playground has also relieved some stress from sales and service staff members who are sometimes pressured by impatient customers, said Chris Miller, service manager.

"A lot of our customers, instead of asking for shuttle rides, or asking for rental cars or loaner vehicles, are more comfortable waiting here knowing their kids can be entertained on the playground, especially on nice days," Miller said.

Parents also rely on the playground to keep their children busy while they shop or go through paperwork.

The parents are still responsible for their children when the kids play on the equipment, so typically, if two parents visit the retailer, one stays with the children while the other works on the deal. Frank Boucher Imports sold about 700 new and 700 used vehicles last year.

The stores take their kid-friendly status seriously, even hiring a playground landscape expert to ensure the area had the right amount and right type of mulch, Miller said.

The stores have always earned positive customer reviews, said Zylka. But since they added the playground, he's noticed that customers praise the feature in their online reviews and automaker satisfaction surveys. Children use the playground every day, he added, even when the dealerships are closed.

"Has it increased customer satisfaction and customer retention? Absolutely," Miller said. "It goes without saying, as a parent, if I'm going somewhere for service, I'm going to go where my kids are going to be the most entertained."