19 May | What changes in car retailing can teach us about the omnichannel revolution?
Something very interesting is happening in high-end retail. Brands are working very hard to sell in a way that isn’t about selling. That means goodbye to the old-school style of hard sell and hello to the new way to sell – creating great experiences, developing connections and building on relationships. Don’t agree? Witness just one example, the car showroom. It’s changing at the top end. An article from Retail Focus points this out: “A new relaxed car buying experience has arrived. Car manufacturers are setting up interactive experiences in shopping centres and town centres in a bid to move away from conventional out-of-town showroom set ups, allowing them to reach a far wider demographic. They’re even letting people test drive models unaccompanied.”
Brands like Bentley and Jaguar Land Rover are changing the way they present their products. Instead of draughty showrooms packed full of products, they’re creating pleasant spaces where the product doesn’t even need to be there! This is the rise of the omnichannel car buying experience.