Volkswagen

The aim was an easy nationwide implementation of a new customer-focused car salesroom experience for UK dealerships.

To create a new generation of customer friendly car showrooms for Volkswagen UK which could be flexibly adopted by a diversity of dealerships, locations and formats.

A comprehensive modular concept was developed to enable different levels of investment depending on the specific local requirement and individual dealership criteria. Key elements were designed to create a cohesive, intuitive and pleasurable customer visit experience and sales process. A clear zoning and demarcation of functions, communications created accessible browsing and sales environments. Coordinated signage, graphics and décor treatments were integrated with car merchandising and display point of sale principles. A straightforward tone of voice and personality with a distinctive visual style and language, provides a friendly informative customer dialogue encouraging self service and sales assisted customer interaction.

The clear improved sales benefit provided by the flexible modular showroom concept providing a zoning treatment, fixture, signage, graphics and communication kit-of-parts has been readily taken up by UK dealerships.

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