Jaguar Land Rover offers first premium online-only purchase option

Time 2:41 pm, August 22, 2016

JAGUAR LAND ROVER has become the first premium brand to offer a complete online purchase option as part of a new retail process developed by Rockar.

It will launch a new digital retail website and accompanying store in the Westfield Stratford shopping complex.

Developed with digital retail experts Rockar, the new car-buying experience will be opening in early October. However, customers will be able to use the new accompanying online store from September 7.

The retail experience is something that Hyundai has already adopted and reported that it has had an ‘unbelievable’ impact on its business.

Complementing its network of 201 UK retailers – currently undergoing a major £1bn overhaul – the new Rockar Jaguar Land Rover retail experience has been developed in response to changing demands from its customers. Visitors to the new Stratford store will be greeted by specially trained ‘Angels’, product experts that are paid to serve not to sell.

The ‘Angels’ can offer advice, show colour samples and interior materials, help customers use the in-store Rockar system and show them around the six vehicles on display.

But according to JLR, there is no need to visit the physical store at all. The online site allows customers to browse models, book test drives, specify their car, arrange finance and even trade in an existing model before hitting the ‘buy’ button.

Managing director of Jaguar Land Rover UK Jeremy Hicks said: ‘It’s an exciting time for Jaguar Land Rover. We have a range of new models aimed at new customer groups and as such, we are looking at how we can best serve our expanding customer base.

‘Our retailers are investing £1bn in the UK network, and our partnership with Rockar represents some of the incremental new, innovative solutions that we are introducing to engage and serve our customers.’

Sarah Nelmes, network development manager at Jaguar Land Rover UK, said: ‘Customer needs are changing as our lifestyles and the technology available to us evolves. We want to make sure that every customer journey is a truly enjoyable and premium experience representative of our two great British brands.

‘Jaguar and Land Rover customers can now choose from a suite of buying and servicing options that can be tailored to their individual preferences and requirements so that they can start to enjoy the whole ownership experience from the very first moment.’

Using this retail model in the past, Rockar has found that more than 54 per cent of its buyers have been women and the average age of customers has been just 39 years old. With the no-pressure approach of the ‘Angels’ in-store, Rockar has also found that around 60 per cent of customers will leave the store and complete their purchase online later.

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Rebecca Chaplin's avatar

Rebecca has been a motoring and business journalist since 2014, previously writing and presenting for titles such as the Press Association, Auto Express and Car Buyer. She has worked in many roles for Car Dealer Magazine’s publisher Blackball Media including head of editorial.

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