LONDON: Renault is looking to burnish its brand in Britain by revamping its dealerships with more engaging displays, improved customer flows and interactive discovery zones.
The changes will be implemented at all its British dealerships by the end of 2017 and reflect changes in the way that consumers research their vehicle purchase and their expectations of a retail environment.
The new visual space identity concept called Renault Store aims to improve the dealership experience from welcoming the customer, introducing the brand, displaying the range and exploring the products.
The showroom will be divided up into themed zones, displaying the Renault range to showroom visitors as clearly as possible.
The ‘Headline Zone’ will show the newest model, the ‘Passion Zone’ displays recent models in a setting that emphasises the brand image, the ‘Z.E. Zone’ displays Renault’s fully-electric range of vehicles and the ‘Sport Zone’ puts Renault’s expertise in motorsport in the spotlight and showcases the Renaultsport range.
The combination of zones in a dealership is adaptable – so will be tailored to each individual dealership’s needs and size.
Two new facilities, the Brand Bar and the Configurator, will allow the customer to get to know the products in more detail and customise their new Renault or Dacia easily.
The Brand Bar creates an area where visitors can sit, and using the tablets provided, browse the ranges of models and view the latest pricing and offers.
The Configurator takes vehicle customisation to the next level, with a large interactive display allowing customers, with or without guidance from a sales executive, to explore available vehicle options and customise a vehicle to the specification of their choosing.
Lookers Chester became the first dealership in the country to receive the Renault Store layout.
