The idea for the boxes came from a challenge by Lexus for its dealerships to explore the Japanese custom of omotenashi. In practice, it means creating unexpected delight with what amounts to random acts of kindness — not exactly how most customers expect to feel after leaving most service departments, especially if they’ve just paid for a repair order.
Blake said the idea for the handcrafted boxes originally came from Parts Director Bethany Esposito and Service Manager Amanda Carr. Esposito crafts the boxes, filling them with tastefully arranged hats, branded shirts, keychains, umbrellas, tumblers, water bottles, golf balls or other small items that are fixtures within most dealership parts departments.
The contents of the omotenashi boxes “really isn’t anything that’s going to be eye-popping; in fact, each box probably costs us more in time to make than it does the stuff that’s in there. But the idea is that the gifts are something that might wow them one day,” Blake said.
On the box lid is a personalized note addressed to the chosen customer and signed by the fixed ops department’s leadership: “Did you know that omotenashi is the Japanese spirit of hospitality that not only fulfills our guest needs, but anticipates them? That is what makes up the culture at Lexus of Watertown. Please accept this small gift as a token of our appreciation for your continued loyalty to us.”
The dealership chooses the recipients based on suggestions from its service advisers and parts employees each month — not based on who spent the most money but on customers “who are most engaged in coming to the dealership,” though Blake said the definition of “engaged” is loosely interpreted.
“It might be the answer to, ‘Who loves coming in? Who loves living the Lexus life?’ because they’re going to be the one that’s going to appreciate a $3 Lexus tumbler the most,” Blake said.
Blake has departed Lexus of Watertown since he was interviewed about the boxes. However, the dealership will continue the practice.
