RENAULT has unveiled ambitious proposals to transform all its dealerships throughout the UK by the end of 2017.
The manufacturer will update their dealerships – which they will call Renault Store showrooms – with engaging displays, improved customer flows and interactive discovery zones.
There will be four key steps defining the new Renault Store experience: welcoming the customer, introducing the brand, displaying the range and exploring the products.
Welcoming the customer
A welcome desk forms an instant focal point for the customer, who will be greeted by a host or hostess and pointed in the right direction for their visit – be that sales or after-sales.
Introducing the brand
Renault’s character and heritage will be thrust into the spotlight with the addition of a Brand Wall. A prominent yellow border will surround a large screen. Depending on showroom size, miniature model display cases will be available, demonstrating the progression of the Renault product line-up throughout its vibrant history.
Displaying the range
The showroom will be divided into themed zones. The ‘Headline Zone’ will show the newest model, the ‘Passion Zone’ will display recent models, the ‘ZE Zone’ will display the 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 will be adaptable, and tailored to each individual dealership’s needs and size.
Exploring the products
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. 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 will have a large interactive display allowing customers to explore available vehicle options and customise a vehicle to their choosing.
Although the roll-out should be complete by the end of 21017, Renault says more than half its is expected to be converted by the end of this year.
Lookers Chester has become the first dealership in the UK to receive the Renault Store layout. David Cooper, Lookers’ general manager, said: ‘We feel privileged to become the first Renault Store and are absolutely delighted to be chosen to begin the transition for the Renault dealer network. The Renault Store concept has given us all the tools to help customers to make the right choice when buying their new Renault or Dacia.
‘We’ve already noticed an improvement in sales, in conquest and loyalty business, as well as overall customer satisfaction. This is a really strong period for Renault and Dacia, so the new showroom environment comes at a great time.’
Darren Payne, sales director of Renault UK, said: ‘Renault and Dacia volumes continue to grow at a faster pace than the UK market, so it’s essential our brand image keeps pace.’
Last year saw 108,440 sales in the UK across the Renault Group, with Renault car sales rising by 43.7 per cent to 66,334 vehicles, Renault van sales increasing by 39.3 per cent to 18,244 vehicles, and Dacia sales up 39.2 per cent to 23,862 vehicles.
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