French carmaker has rolled out a new visual space identity concept called Renault Store in the UK. The changes will be implemented at all UK dealer sites by the end of 2017
23 Jan 2015 | 6829 Views | By Autocar Professional Bureau
French carmaker has rolled out a new visual space identity concept called Renault Store in the UK. The changes will be implemented at all UK dealer sites by the end of 2017 and reflect changes in the way that consumers research their vehicle purchase and their expectations of a retail ...
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French carmaker has rolled out a new visual space identity concept called Renault Store in the UK. The changes will be implemented at all UK dealer sites 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 updated Renault Store showrooms will cater for this with more engaging displays, improved customer flows and interactive discovery zones.
Four key steps define the new Renault Store dealership experience – welcoming the customer, introducing the brand, displaying the range and exploring the products.
While a welcome desk and signage forms an instant focal point for the customer upon entering the dealership, the brand introduction comes in the form of a Brand Wall which has a prominent yellow border surrounding a large screen “on which informative and engaging content will be shown”.
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.
And to enable the customer to get familiar with the products, there is the Brand Bar and the Configurator. The Brand Bar is 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.
A complete roll-out strategy is in place to ensure that all Renault Group dealer network sites across the UK will have the Renault Store look and layout by the end of 2017. Many of the Renault Retail Group sites, and a selection of initial partner dealerships, have begun the transformation process already, with over half of the network expecting to be converted by the end of 2015.
Commenting on the new programme, Darren Payne, sales director, Renault UK said: “As part of our GO5+ strategy, the Renault and Dacia volumes continue to grow at a faster pace than the UK market, so it’s essential that our brand image keeps pace. Reflecting this we are rapidly deploying Renault Store across our dealer network in order to maintain the positive momentum we currently have.”
The introduction of the new dealership identity comes during a strong period of growth for Renault Group. 2014 saw 108,440 sales in the UK across the Renault Group, with Renault car sales rising by 43.7 percent to 66,334 vehicles, Renault van sales increasing by 39.3 percent to 18,244 vehicles, and Dacia sales up 39.2 percent to 23,862 vehicles.