Why Families Love Shopping for Cars: Inside Hyundai’s Unique Experience at Starfield Goyang
Daniel Kim Views
Car shopping is becoming as commonplace as browsing for clothes or cosmetics. Gone are the days of suited salespeople approaching with a “How may I assist you?” Instead, a more relaxed “Let us know if you need anything” approach creates a welcoming atmosphere for customers.
On March 9th, I visited Starfield Goyang in Gyeonggi Province. As the morning’s bitter cold subsided, the mall began to buzz with activity. Despite being a weekday afternoon, young families with strollers filled the corridors. Pet owners walked alongside them, pushing their furry companions in “dog strollers.”
Shoppers weren’t just flocking to clothing stores and restaurants. The Hyundai showroom at the far end of the second floor caught many eyes. A gleaming vehicle on display, coupled with eye-catching media art, served as an impressive advertisement. A college student living near Samsong Station commented, “I’m not in the market for a car right now, but the showroom caught my attention, so I decided to take a look.”
◇ “Try fitting a stroller, lie down yourself”… An ‘experience-focused showroom’
Inside, a rhythmic “thud” echoed as visitors climbed in and out of various models. The showroom featured an array of mid-size and large SUVs like the Palisade and Santa Fe, alongside smaller sedans like the Grandeur. The SUV section drew particularly large crowds.
A showroom representative noted, “We mainly see families with children visiting,” adding, “Many parents bring strollers to test how easily they fit in the back.” This aligns perfectly with Starfield Goyang’s “FAMILY IS EVERYTHING” motto.
SUVs also appeal to customers without children. Reflecting the growing “car camping” trend, one visitor was observed lying down in the trunk of a Santa Fe HYBE. They explained to a companion, “I need to check if it’s spacious enough for overnight stays.”
The showroom offers more than just window shopping. Consultation areas resembling bar tables line the display space. Sales representatives are always on hand, enabling customers to complete the entire process from inquiry to purchase in one visit. The representative explained, “We see a mix of browsers and serious buyers.”
◇ “Just ask if you need help” approach fosters ‘customer-friendly’ environment
Touchscreens beside each vehicle offer easy access to specifications and pricing. The old-school method of salespeople hovering nearby has been replaced. Hyundai now operates on a “let us know if you need anything” basis, offering assistance only when requested. This approach caters to younger generations who prefer independent shopping experiences.
No appointments are necessary. The showroom’s open-door policy allows anyone to drop in casually, like visiting a café. A representative noted, “Traditional dealerships often require appointments, which can be intimidating. Here, many people feel comfortable just browsing.” This strategy seems focused on enhancing brand perception rather than pushing immediate sales.
Professor Kim Joo-young from Sogang University’s Business School commented, “Car brands have long maintained a presence in shopping malls. The goal extends beyond creating sales points; it’s about cultivating a positive brand image among potential customers and integrating the brand into their daily lives.”
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