CAR-BUYING GOES DIGITAL WITH JAGUAR LAND ROVER AND ROCKAR
Developed with digital retail experts, ROCKAR, the new car-buying experience will be opening at the Westfield Stratford shopping complex in London in early October, but customers will be able to use the new accompanying online store from 7th September.
Complementing its network of 201 UK retailers – currently undergoing a major £1bn overhaul – the new ROCKAR Jaguar Land Rover retail experience has been developed in response to changing demands from its customers. Visitors to the new ROCKAR Jaguar Land Rover Stratford store will be greeted by specially trained ‘Angels’, product experts that are paid to serve not to sell.
The ‘Angels’ can offer advice, show colour samples and interior leathers, help customers use the in-store Rockar system and show them around the six vehicles on display. Once visitors have gathered all the information they need they can complete their purchase on the Rockar website – either in-store or at home. There is, of course, no need to visit the physical store at all; the online site allows customers to browse models, book test drives, specify their car, arrange finance and even trade in an existing model before hitting the ‘buy’ button.
Jeremy Hicks, Managing Director, Jaguar Land Rover UK, said: “It’s an exciting time for Jaguar Land Rover, we have a range of new models aimed at new customer groups and as such we are looking at how we can best serve our expanding customer base. Our retailers are investing £1bn in the UK network, and our partnership with ROCKAR represents some of the incremental new, innovative solutions that we are introducing to engage and serve our customers.”
‘ROCKAR Jaguar Land Rover Stratford London’ is a unique addition to the network. The first premium car company to extend its network to include a shopping complex location, Jaguar Land Rover has developed and applied its customer-centric ethos to fit this new environment, creating an immersive, brand-led experience.
The store has been specifically designed as a relaxed environment where shoppers can learn about Jaguar and Land Rover at their own pace, and customers can be confident in their purchase thanks to the store’s clear and transparent policy on price. Instead, clear and detailed figures are provided for part exchanges and finance, giving buyers total transparency.
Sarah Nelmes, Network Development Manager, Jaguar Land Rover UK said: “Customer needs are changing as our lifestyles and the technology available to us evolves. We want to make sure that every customer journey is a truly enjoyable and premium experience representative of our two great British brands. Jaguar and Land Rover customers can now choose from a suite of buying and servicing options that can be tailored to their individual preferences and requirements so that they can start to enjoy the whole ownership experience from the very first moment.”
Using this retail model in the past, ROCKAR has found that more than 54% of its buyers have been women and the average age of customers has been just 39 years old. With the no-pressure approach of the ‘Angels’ in-store, ROCKAR has also found that around 60% of customers will leave the store and complete their purchase online later.
Simon Dixon, ROCKAR CEO, said: “At ROCKAR we’ve turned new car buying on its head and created a whole new way to buy a car. Our research has revealed that customers in today’s digital age are looking for an easier way of buying cars, more aligned to how they shop for their clothes, food and gadgets. ROCKAR’s recent success has proved this research with over 60% of its customers now buying online.”
Supporting the store and website is a dedicated Service Centre based a mile away in Bromley-by-Bow which will be the operation that prepares new cars for delivery, service, maintenance and warranty works.