23.1.15
Wheelsology
reflect changes in the way that consumers research their vehicle purchase and their expectations of a retail environment. The updated Renault Store showrooms will cater for this with more engaging displays, improved customer flows and interactive discovery zones.
Four key steps define the new Renault Store dealership experience - welcoming the customer, introducing the brand, displaying the range and exploring the products.
Welcoming the customer: A welcome desk and signage forms an instant focal point for the customer upon entering the dealership, at which they will be greeted by a host or hostess and pointed in the right direction for their visit - be that sales, or after-sales.
Introducing the brand: Renault's character and heritage will be thrust into the spotlight with the addition of the Brand Wall. A prominent yellow border will surround a large screen, on which informative and engaging content will be shown. Depending on showroom size, miniature model display cases will be available, demonstrating the progression of the Renault product line-up throughout its vibrant history.
Displaying the range: The showroom will be divided up into themed zones, displaying the Renault range to showroom visitors as clearly as possible. The 'Headline Zone' will show the newest model, the 'Passion Zone' displays recent models in a setting that emphasises the brand image, the 'Z.E. Zone' displays Renault's fully-electric range of vehicles and the 'Sport Zone' puts Renault's expertise in motorsport in the spotlight and showcases the Renaultsport range. The combination of zones in a dealership is adaptable - so will be tailored to each individual dealership's needs and size.
Exploring the products: Two new facilities, the Brand Bar and the Configurator, will allow the customer to get to know the products in more detail than ever before and customise their new Renault or Dacia effortlessly. The Brand Bar creates an area where visitors can sit, and using the tablets provided, browse the ranges of models and view the latest pricing and offers. The Configurator takes vehicle customisation to the next level, with a large interactive display allowing customers, with or without guidance from a sales executive, to explore available vehicle options and customise a vehicle to the specification of their choosing.
"At Lookers Chester we feel privileged to become the first Renault Store and are absolutely delighted to be chosen to begin the transition for the Renault dealer network. The Renault Store concept has made our dealership more informative and given us all the tools to help customers to make the right choice when buying their new Renault or Dacia," said Lookers Chester, David Cooper, Lookers General Manager.
"We've already noticed an improvement in sales, in both conquest and loyalty business, as well as overall customer satisfaction. This is a really strong period for Renault and Dacia, so the new showroom environment comes at a great time. We look forward to continuing our positive relationship with Renault and converting the rest of the Lookers sites into Renault Stores in the near future," added Cooper.
Darren Payne, Sales Director, Renault UK, added, "As part of our GO5+ strategy the Renault and Dacia volumes continue to grow at a faster pace than the UK market, so it's essential that our brand image keeps pace. Reflecting this we are rapidly deploying Renault Store across our dealer network in order to maintain the positive momentum we currently have."
Posted in: Dealership,Europe,New Store/Showroom,Renault,Renault Dealership,United Kingdom
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