The Jaguar Land Rover store opened today (18 October) in London's Westfield Stratford City shopping centre. The aim of the store is to leave behind the complex process of car buying via dealerships, and instead allow the customer to take control of their own purchase in an open, unpressured environment.
Rockar has designed the store so that the atmosphere for both staff and consumer is comfortable. There are no sales targets in place for staff, which eradicates the usual tendancy to pressure the customer into purchasing a product.
Customers are able to enter the store, look at and get a feel for the cars on offer, and ask staff - a.k.a 'Angels' - for help and advice in purchasing products. They are also able to book a 'Youdrive' either instore or online, during which they can test drive the car unaided for up to an hour.
Paul Stokes, managing director of Rockar, said: "This store is our marketing piece. When it comes to experiential marketing, the store almost sells itself. So many manufacturers are looking at this now and, whilst this doesn't replace the traditional dealership model, it acts as an alternative from a customer experience perspective."
The store also features a consultation room, in which customers are invited to chat about their purchase, and are offered a range refreshments. Rockar's own brand indentity centres around its ability to mimic and fit with the unique identities of other brands they work with. In the case of Jaguar, it was important to convey a premium, luxury experience that followed brand guidelines.
The experience of transparency is fundamental for the consumer. Stokes continued "We have to listen to consumer behaviour and what the consumer wants."
This summer, Jaguar launched an experiential zone using virtual reality at London Waterloo, showcasing its sponsorship of Wimbledon, and, earlier this month, Jaguar staged a VR experience at the Paris Motor Show.
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