Revamping the traditional car showroom experience with a crucial nod toward tech-savvy car buyers, South Korean car manufacturer Hyundai is set to open a digitally enhanced showroom at Bluewater shopping centre in the UK.
Dubbed Rockar Hyundai, the 2,015 sq ft space, which will launch at the beginning of November, was designed by London-based brand and retail consultancy Dalziel + Pow as a reaction to a 2014 survey by Hyundai. The study revealed that 93% of all new car buyers do their research online, visiting the dealership solely to complete the transaction.
In response, this showroom will allow consumers to speed up the purchasing process on site by being able to buy at the touch of a button via multiple touchscreens scattered throughout the space – only speaking to a sales assistant if desired. It's a strategy resonating especially well with younger consumers, who highly value convenience, often know what they are looking for before coming to the store, and prefer to shop unaided.
For more on the growing value of retail initiatives based on speed and simplicity, see the Tap to Transact: No-Fuss Purchasing section of The Streamlined Sell, part of our Roaming Retail Industry Trend.
The touchscreens will also allow consumers to do further research in store, arrange for their car to be serviced, obtain a price for their old vehicle, or choose a payment option. For those who do prefer a more guided experience, sales associates referred to as Rockar Hyundai 'Angels' will be on hand to help.
Twenty-six digital screens on the store's walls will display branded content such as product pricing and special offers, and a range of Hyundai cars will be available to test-drive in a dedicated parking space adjacent to the shopping mall.