Jewelers have spent decades convincing consumers that little things mean a lot, but a Lexus dealership in suburban Boston has found that the adage applies to more than fancy baubles.
Lexus of Watertown has been delivering surprise, custom-built boxes full of branded tchotchkes from its parts inventory to some wholesale parts and service customers and discovered that the resulting goodwill from the gesture leaves a lasting impression on the recipients.
"Customers have a choice" of where they buy their parts and get their vehicles serviced, said Patrick Blake, fixed operations director at Lexus of Watertown. "When they come here and do business, it means they thought of us, so this is a way we can let them know that we're thinking of them as well."
Lexus of Watertown has been in its current location since 2001 and sells an average of about 125 new and 155 used vehicles per month. Blake said the dealership's 35 service bays process an average of about 2,300 customer-pay repair orders per month.