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.