The New Car Showcase

Traditional car displays in shopping centers are somewhat like credit card company booths. Shoppers walking by will often slow down to get a quick look at what’s being offered, but then speed up again as soon as they come in the mire of the attending promotional staff. The fear factors: pushy sales pitches, ballots or forms to fill out and no time to digest any meaningful information. The concept behind the pop-up display that Citroën erected at Westfield London to promote its DS brand, however, is completely different.

The display, which features two models and is located at the entrance of the UK center’s Premium Village shopping area, was meant to look like a contemporary high-tech boutique. Green Room, a retail design and delivery practice, created and produced the installation, integrating digital technology to deliver customer support.

There are column-mounted iPads that feature an app that Green Room developed and which enables shoppers to draw content from the Citroën DS website, based on their individual needs. People visiting the pop-up also have the option to snap the QR codes displayed on plinths next to each car to conduct more in-depth product research on their smartphones. A QR code found by one car’s fuel filler cap links to details on that model’s fuel efficiency, while one placed by the wheels links to a Web page on customization options for the DS line.

The pop-up brings forth another innovation: the absence of storefront signage. Nowhere is the Citroën name to be found. Only subtle DS logos are visible, reinforcing the pull-versus-push marketing approach. And yet another “soft touch” is the lounge that Citroën offers, just in case some shoppers wish to sit down with DS representative in a quiet, non-public area.

“The installation delivered is the antithesis of how cars are normally showcased in shopping centers. We’ve done away altogether with the brash price-led decals and features dominated POS, and instead created a high-quality bespoke space reminiscent of the boutiques found inside The Village. This is an engaging and aspirational space for consumers to absorb and appreciate the DS brand in their own time, in their own way,” explained Green Room chief executive Richard Ash.

“Aside from the success of the design itself, we have also implemented working practices and measurement tools that have and will continue to influence the commercial success of the project. Through our single team approach and the smart use of measurement tools, we’ve made it possible for Citroën to integrate off and online channels with ease and measure the value of their investment both at and beyond the point of contact.”

Some of these tools involve profiling technology that uses facial recognition software to segment visitors, note traffic patterns and dwell time.

Across the pond in California, The Shops at Dos Lagos is also trying something new. The center and local dealership Corona Nissan are collaborating on a year-long program that will not only involve vehicle displays to be rotated monthly, but also free co-hosted community activities. Among the highlights planned for 2012 is a Teen Safe Driving event.

Our Advice: Don’t leave the data mining entirely up to the car dealership. Make that part of your partnership agreement so that you too can gain valuable insight on your shoppers’ demographic profiles, consumption habits, interests and concerns. And, if you’re going to have QR code capability, add a code that links shoppers to a limited-time offer, like a $10 center gift card for anyone who signs up for a test drive or to sit down with one of the dealership’s sales representatives.


Dec.
2011
Posted in Sales Promotions
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