Jaguar Land Rover recently teamed up with digital retail company Rockar for the creation of a unique dealership shop in Westfield Stratford City, a shopping center located in Stratford, London.
Unlike many dealerships of the past that have put pressure on car shoppers to make on-the-spot decisions, this one is designed to leave consumers feeling comfortable and confident when making informed purchasing decisions. In-store, consumers are able to seek the advice of 'Angels,' or staff members (who have zero sales targets), and book a 'Youdrive' test drive service.
Most of all, consumers are meant to be able to take control of their decisions through a new online purchasing system. In this way, Jaguar Land Rover creates a "no-pressure approach" that actually aims to have the majority of consumers leave the store and make purchases online in their own time.
Experiential Dealership Shops
Jaguar Land Rover and Rockar Launched a Unique Retail Environment
Trend Themes
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Experiential Dealership Shops — Disruptive innovation opportunity: Creating dealership shops that prioritize customer comfort and confidence in making informed purchasing decisions.
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No-pressure Approach — Disruptive innovation opportunity: Developing online purchasing systems that allow customers to take control of their decisions and make purchases at their convenience.
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Sales Target-free Staff — Disruptive innovation opportunity: Employing staff members with zero sales targets to provide unbiased advice and guidance to customers.
Industry Implications
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Automotive — Disruptive innovation opportunity: Transforming the traditional car dealership experience to tailor to the changing needs and expectations of customers.
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Retail — Disruptive innovation opportunity: Integrating innovative digital technologies into retail environments to enhance customer experiences and drive online sales.
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E-commerce — Disruptive innovation opportunity: Streamlining online purchasing processes to create a seamless and convenient shopping experience for consumers.