Dig­i­tally Rap­tured

VM&RD - - STORE ALERT -

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

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