design:retail - February 2015 - (Page 18)
innovation
018
In the
Driver's Seat
F
ORGET YOUR TYPICAL (and much
dreaded) auto dealership experience.
At Bluewater in the United Kingdom,
it's all about digital boutique selling.
The U.K. super-regional shopping
center Bluewater became host to a genuine gear
change in auto showrooms this past November.
Enter Rockar Hyundai, a "digital store" from
the duo of South Korea's Hyundai Motor Co. and
Rockar. Rockar was formed in December 2011 by
entrepreneur Simon Dixon, who is better known
as the former CEO of auto-dealer Dixon Motors and
co-founder of online auto website jamjar.com ("jam
jar" is a London colloquialism for car).
This is not a pop-up either, but rather a 10year lease in a 2,015-sq.-ft. space that integrates
in-store, online and mobile platforms, allowing
shoppers, via touchscreens, to research the range,
book test drives, obtain a price for their old car,
FEBRUARY 2015
DESIGNRETAILONLINE.COM
choose a payment or organize a service. Rockar
Hyundai "Angels" (not sales staff) are on hand to
assist. Examples of the entire Hyundai range are
available to test drive via a dedicated parking area
adjacent to the rear of the store, while a servicing
facility close by allows Hyundai owners to drop
their cars off while they visit Bluewater.
Created by design agency Dalziel & Pow and
supported by MediaZest, this digitally enhanced
auto boutique is populated with 26 digital screens
that wrap round the entire space and display bespoke content designed to communicate Rockar
Hyundai's proposition, pricing and promotions.
"The use of digital content in Rockar has been an
integral part of the design and forms a core part of
the experience," says Ross Phillips, associate design director, digital, Dalziel & Pow. "By immersing
the customer in a full digital wrap, we are able to
communicate an entirely new shopping journey in
engaging components, which are then easily updated as confidence grows."
MediaZest built the system, including a large
number of dynamic templates, using Scala to pull
in live information (think travel and weather),
which can be rapidly updated to incorporate social
media, such as Tweets, Facebook posts and Reevoo
reviews. The showroom is paperless, so the content
not only informs and promotes the cars and brand,
but also explains and takes consumers through the
purchase journey via touchscreen.
"It is clear from research that customers buying a new car find it an intimidating experience,"
Dixon says. "Rockar's vision is simple: to ensure the
customer is truly at its heart and feels empowered
throughout the process."
We think car shopping never seemed so easy
and, dare we say, fun.
- Mark Faithfull
Photos courtesy of HYUNDAI MOTOR UK LTD.
http://www.jamjar.com
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - February 2015
design:retail - February 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
How’d They Do That?
Postcard
Have You Heard?
The Digical Store
Shopping with Paco
Éléganza
Joseph Cheaney
Countdown to GlobalShop 2015
POP Supplier Listing
Products
Backstory
design:retail - February 2015
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