HYUNDAI and Rockar have opened the second Rockar Hyundai store, at Westfield London, Stratford.
Following the overwhelming success of the first Rockar Hyundai store at the Bluewater Shopping Centre in Kent, the two companies have brought the digitally enhanced sales concept to one of Europe’s largest urban shopping and leisure destinations.
At 250 square metres, the Westfield store is slightly larger than the Bluewater site but its aim is the same: to put customers in control by giving them all the facts and figures and as much time and flexibility as they need when making a purchase.
Located on the lower ground floor of Westfield Stratford, the new store features five display models including the new Tucson, i20 and award-winning i10. Rather than salespeople on commission-based pay, Rockar has ‘Angels’ on site at Westfield to help customers through the process.
The concept, designed by creative agency Dalziel & Pow, features 45 digital content screens and two browsing tables with 11 interactive 21-inch touchscreen tablets. These allow customers to browse the Hyundai range independently, book on-site ‘You Drive’ test-drives and even make a purchase in five minutes flat.
Unique to Westfield is that one of these touchscreen tables is located outside of the store. A set-back storefront creates a 24-hour brand zone, allowing customers to look at display cars, browse and buy even when the store is closed but the shopping centre is open, for instance if going to Westfield’s cinemas or bars in the evening.
A digital wrap around the perimeter walls of the store can screen everything from latest pricing and promotions to product films, while the front of the store features further dynamic screens which can also be changed at any time to display the most relevant messages (for example, real-time weather conditions or traffic updates).
Simon Dixon, CEO and founder of Rockar, said: ‘My vision was to turn the traditional approach to car buying on its head with Rockar – and I’m absolutely delighted to have achieved this and to be opening a second Rockar Hyundai store in Westfield Stratford.’
Tony Whitehorn, president & CEO, Hyundai Motor UK, said: ‘Rockar Hyundai has completely revolutionised the way in which consumers can buy new cars – and is the first business of its kind in the automotive industry. I’m delighted to open the second store in Westfield Stratford which will provide another highly innovative addition to our existing dealer network.’
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