Jaguar Land Rover to launch 'experience' store

Jaguar Land Rover will open a new retail experience at Westfield Stratford in partnership with digital retail experts, Rockar.

Jaguar Land Rover to launch digital store at Westfield Stratford in October
Jaguar Land Rover to launch digital store at Westfield Stratford in October

The Jaguar Land Rover store will open in early October to follow the launch of a new retail website on 7 September to encourage online purchases.

The new car-buying experience has been designed by Rockar, which has previously worked with Hyundai to develop its customer experience strategy, which includes a store at Bluewater Shopping Centre in Kent.

The store’s staff, or ‘Angels’ as they are being called, will offer advice, show colour samples and interior leathers, help customers to use the in-store Rockar system and show them around the six vehicles on display. The focus for Angels is to provide a positive customer experience, rather than to sell.

The store has been designed to create a relaxed environment where shoppers can learn about Jaguar and Land Rover at their own pace and there will be a transparent policy on pricing. 

Once visitors have gathered all the information they need they can complete their purchase on the Rockar website either in-store or at home.

Supporting the store and website is a dedicated service centre, based a mile away in Bromley-by-Bow, which will be the operation that prepares new cars for delivery, service, maintenance and warranty works. This will open on 1 September.

The online store will also allows visitors to browse models, book test drives, specify the car they would like, arrange finance and even trade in an existing model before hitting the ‘buy’ button.

Sarah Nelmes, network development manager of Jaguar Land Rover UK, said: "Customer needs are changing as our lifestyles and the technology available to us evolves. We want to make sure that every customer journey is a truly enjoyable and premium experience representative of our two great British brands. Jaguar and Land Rover customers can now choose from a suite of buying and servicing options that can be tailored to their individual preferences and requirements so that they can start to enjoy the whole ownership experience from the very first moment."

Simon Dixon, Rockar CEO, said: "We've turned new car buying on its head and created a whole new way to buy a car. Our research has revealed that customers in today’s digital age are looking for an easier way of buying cars, more aligned to how they shop for their clothes, food and gadgets. Rockar’s recent success has proved this research with over 60% of its customers now buying online."

In June, Jaguar launched an experiential zone using virtual reality at London Waterloo, with the aim of bringing its sponsorship of Wimbledon to life.

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