Instead of the conventional counter, customers are greeted by Audi Progressive Showroom workers at a giant welcome desk. The thought is to make sure that company really feel welcome and comfortable from the second they stroll in. The consulting cubicles, too, are built-in into the showroom, with high-quality furnishings and atmospheric lighting for a noticeably new brand expertise.
“The new retail concept makes our brand strategy – with its focus on sustainability, design, and digitization in retail – tangible in a people-centered, individual way,” says Hildegard Wortmann, Member of the Board of Management for Sales and Marketing at AUDI AG. “Audi Progressive Retail will visibly transform our dealerships into an interactive space, making them important partners within the Audi ecosystem.”
Emotionalizing merchandise and the brand
The concept is being premiered at a newly opened pilot plant in Morumbi, a district of São Paulo, Brazil. The modular Progressive Showrooms will then be rolled out steadily round the world on a voluntary foundation, particularly in new buildings and renovated institutions, from the begin of 2023. The new concept will afford dealerships the freedom in taking part in with supplies, colours, and contrasts to make merchandise and the brand extra emotional.
Audi has outlined a number of numerous parts for the new showrooms, together with a stage for car presentation and a lounge for consultations with customers. At digital contact factors, customers can uncover what the Audi ecosystem gives that goes past the driving expertise, in addition to which applied sciences make out Audi stand out from the competitors – applied sciences that may assist flip the brand’s fashions more and more into a private “experience device” going ahead. With instruments equivalent to 3D distant consulting, personalised in-vehicle experiences, and digital contact factors, customers who go to Audi companions as we speak can already expertise examples of a holistic, digitized buyer journey.
Customer-centric personnel concept an vital part
In the showrooms, the workers themselves are a key part of the new concept. In use since 2016, the Audi Retail Experience personnel concept is evolving in line with customers’ altering wants. As product specialists, the “Audi Experts” at the moment are gaining new expertise to encourage ardour for know-how and the brand, for instance by offering customers with info on companies associated to e-mobility. In this manner, every Audi Expert ensures customers can take pleasure in a person purchasing expertise that places them entrance and middle.
