Rockar: reinventing the traditional car showroom

We've reinvented the traditional showroom and created a dynamic, digitally enhanced ‘auto boutique’ for new automotive retailer Rockar.

Dalziel & Pow
By Dalziel & Pow
Posted 06. 11. 2014
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We’ve reinvented the traditional showroom and created a dynamic, digitally enhanced ‘auto boutique’ for new automotive retailer Rockar. Launching its first store in Bluewater shopping centre, the exciting new space offers the Hyundai range.

Emphasising informality and transparency, Rockar’s omnichannel model allows customers to purchase a new car without ever having to speak to a salesperson if desired. Alongside Hyundai display cars, the 2,000sqft store is populated with 42 digital screens. These wrap round the entire space and display bespoke content created in-house by D&P. Constantly updating, the screens facilitate a change of pace and atmosphere and succinctly explain the brand’s proposition, the benefits of buying with Rockar, individual car specifications, pricing and promotions.

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Each digital touchpoint has been designed to empower the customer with the details they need to make an informed purchase, as well as equipping the in-store staff – dubbed ‘angels’ – with the tools they need to engage and advise. A central touchscreen table allows customers to browse the full product range and conduct transactions. Meanwhile, test-drives, servicing and collection are operated from a scaled-down version of the store conveniently located in the nearby parking area.

Our involvement spanned the brand development and identity, tone of voice, digital design and content, environmental and promotional graphics, and interior design. Our teams’ understanding of both the Rockar and Hyundai brands ensured that both shine in the new, dramatic space and speak with a single, coherent voice.

“It is clear from research that customers buying a new car can find it an intimidating process. Rockar’s vision is simple – to ensure that the customer is truly at its heart and feels empowered throughout the process. I am delighted that Hyundai and Bluewater have had the foresight to partner with Rockar on this exciting retail journey.” Simon Dixon, Founder of Rockar.

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