Brick and mortar mutates into a digitally empowered environment at the Rockar automobile store, where digital walls and screens mesmerizes and gives complete control to the customer for his car-buying experience.
The touch of screens are known to do wonders in today’s digital age. The retail space is moving to an omnichannel experience and the automotive industry doesn’t want to be left out. Rockar, an automotive retailer looks at a digitally enhanced car shopping experience at Kent, UK, which comes to life with the design genius of Dalziel and Pow. Beyond the pictures, let’s look at the points of interest The idea of window display is replaced with screen display along with a Hyundai car. Just like a window display, these can be viewed even when the store is closed. Back in the days we had brick walls and now we have digital walls. A total of 42 digital screens wrapping the store is what the customer sees when he looks at the walls. Brand proposition, the benefits of buying with Rockar, individual car specifications, pricing and promotions pulsate on the screens with constant updates. The instore staff or the Rockar ‘angels’ as they call it are from non-automotive backgrounds. They are there just to assist the customer and not close the sale. A strategic employment indeed. Each digital touch-point has the capability to guide the customer on his way to any information or making a sale. It works on the model of giving complete control to the customer for his car-buying experience-actual or aspirational. Research says, 93% customers research online and go to the showroom just for final