- Client:
- Rockar
- What we did:
- Research & Insights, Customer Experience Strategy, Identity, Communications Design, Interaction Design, Retail Design, Format Development
- Where
- Bluewater Shopping Centre, Kent, UK
- Awards
- Popai, BT Retail Week
The Challenge
Buying a new car is exciting, but it can also be stressful. Customers have increasingly begun to question whether they're getting the right price, what all those add-ons do and whether the salesman really knows what he's talking about. The evolution of automotive retail has helped customers find some of the answers for themselves - by 2014, 93% of all new car buyers were conducting their own research online and were only visiting the dealership once they wished to sign on the dotted line. Rockar was formed to give customers an easy and flexible alternative to buying an owning a car - we needed to help them make dealerships relevant again and allow customers to shop how they want.
The Solution
Launching in partnership with Hyundai, Rockar's omnichannel concept is unprecedented in the UK automotive industry and turns car buying on its head. It reflects the way in which customers now jump between channels on their shopping journey. We created a dynamic, digitally integrated ‘auto boutique’ for the brand's launch in 2014, letting customers browse, book test-drives and even buy on a central touchscreen table. They can also shop with or without the help of ‘angels’ – specialist advisors who aren’t on commission.
Creating an identity
We created the brand identity, tone of voice, art direction, and communications for Rockar, ensuring the brand speaks to customers in a friendly and helpful way and steers clear of stereotypical sales jargon.
Online shopping
The new website we built, accessible both from home and in-store, boosts Rockar's online presence. Users are able to discover more information, browse and book services and even buy their new car online.
Something to see
Two large screens and a display car in the store entrance grab the attention of the 27 million shoppers passing through Bluewater each year. Thanks to the set-back shopfront design, both can be viewed by mall visitors even when the store itself is closed, creating an out-of-hours showroom.
Conversation starters
The technology in-store enables and enhances the car-buying experience. Rockar angels - knowledgable staff working on no commission - can talk customers through the individual features of the cars at the back wall Car Finder and transparent pricing is displayed in-store and online, making sure customers have the most up-to-date information.
Get hands-on
Test-drives, servicing and collection are operated from a scaled-down version of the store conveniently located in the nearby parking area so customers can easily make these services a part of their shopping visit and get to grips with the car of their dreams.
Customisable content
Alongside three Hyundai display cars, the 2015 sqft store contains 42 digital screens. These wrap around the entire space, displaying content created by D&P. Constantly updating, the screens add to the store’s atmosphere and succinctly explain the benefits of buying with Rockar through reviews, product benefits and social feeds. The mood and messaging of the space can be changed at any time of the day through these screens using customisable technology.
Driving successful partnerships
The launch of Rockar Hyundai has been followed by strong partnerships with Jaguar Land Rover, Ford and Mitsubishi, with more in development.
