The Physical Design of the Showroom
- Open and inviting atmosphere: These new showrooms are designed to feel like a 'car lounge,' offering a relaxed and welcoming atmosphere.
- Space and experience: The car layout has been changed. There is more space between the cars so that customers can comfortably take their time to experience and interact with a vehicle. There are also dedicated seating areas next to the cars.
- Multifunctional zones: These spaces are flexible and multifunctional. For example, there is a special zone for the sports models and the luxury class, as well as a 'Multifunction Bay' for purposes like vehicle handovers, VIP consultations, or product launches.
- Sustainability: In the new showrooms, a strong emphasis is placed on sustainability, with advanced energy-saving measures and CO2-neutral buildings.
Digital Integration
- Digital configuration tools: Customers can use 3D digital tools to configure and visualise their future car, including colours, upholstery, and wheels.
- Seamless online and offline experience: This concept aims for seamless integration between the online and offline worlds. A customer can start building a car at home, continue in the showroom, and then review the configuration at home again later. This creates a uniform, consistent customer experience across all touchpoints. The process is flexible and adapts to the customer's needs. The goal is to give the customer control over the buying process while providing the right support. This results in a personal and transparent approach, which undoubtedly strengthens customer loyalty.
Customer Focus and Service
- Personalised interaction: From the first contact with the dealer, customers can expect a personal and proactive service.
- Changing role of the employee: The role of the advisor shifts from pure sales to consultancy and support, with a focus on creating a positive brand experience.
- Social lounge: The traditional showroom has thus been transformed into a space that feels more like a lounge or gallery. There is less focus on displaying as many cars as possible and more on creating an open and inviting environment.
A Future-Proof Journey
The addition of the interactive totems is more than just a technological upgrade; it is a fundamental change in how customers experience information and purchase a car. These totems, strategically placed in the showroom, go beyond traditional paper product information and act as a bridge between the physical and digital worlds.
Furthermore, there is the possibility to view a virtual configuration of a car directly on a large screen, including the interior and exterior in 3D. This allows the customer to form a much better image of their dream car long before consulting a salesperson. The ability to save this information to a smartphone via a QR code strengthens the integration between the showroom experience and the online customer journey.
In short, the interactive totems lower the threshold for the customer and turn the showroom into an interactive journey of discovery. They empower the customer with relevant information, which changes the role of 'sales' from an information source to a personal consultant who can focus on the customer's specific needs. In this way, this technology directly contributes to the modern, luxurious, and customer-focused character of the Retail.Next concept. Be sure to take a look at your local dealer!
