Is this the next evolution of the showroom?
Does the launch of a car concept store in the middle of a shopping centre excite you? Imagine being able to check out the latest cars while your other half finishes the supermarket shopping. Well, dream no longer. Jaguar Land Rover has launched exactly that in Westfield Bondi Junction. It’s not a showroom in that it has only two cars on display, but it sure ticks a number of curiosity boxes.
“It’s the perfect location for anyone seeking information about the most innovative sports cars and SUVs available from the Jaguar and Land Rover brands,” says James Scrimshaw, Product Public Affairs Manager for Jaguar Land Rover Australia. “It illustrates how changing market trends and buyer demands are bringing the premium retail experiences to shopfront locations.”
It is not, he stresses, a showroom. Nobody will be under pressure to buy a car, but you can find out as much information as you like from dedicated ‘geniuses’ as they are calling the people who’ll work in the 290 square metre store.
“It’s staffed by dedicated Product Experts or 'Geniuses' who understand the brands intimately and are dedicated to providing superior customer service,” says Scrimshaw. “If a customer expresses interest in purchasing, the 'Geniuses' will then engage an on-site Sales Consultant to take things further.”
"Test drives are on offer if you are indeed serious about buying a vehicle."
Kind of like when you’re at a restaurant and you get a staffmember’s attention to order, but they have to call your waiter so you can actually place the order. It’s a nice separation between ordinary retail showroom and the new concept store, which also houses products like luxury watches and cufflinks.
Test drives are on offer if you are indeed serious about buying a vehicle, with a fleet of Jaguars and Land Rovers stationed nearby, for “immediate test drives”, says Scrimshaw, though you can book in advance as well.
The potential, according to Scrimshaw is great, “with many sales already being generated since the store opened less than a week ago. We are also looking at opportunities in Melbourne and Brisbane to open similar Jaguar Land Roverpremium retail experience stores.”
This article originally appeared on CarsGuide.
