The London store, dubbed “Audi City” will use screens to showcase its entire range including all colour options and vehicle options. Customers can select their preferred options from millions of possibilities and then see a life-sized version of the vehicle in a 1:1 scale on screens.
Audi City stores will also be used as marketing tool for Audi’s mobility services and electric cars.
Audi intends to use the stores as brand spaces “beyond retail” by hosting events including readings, round-table discussions and exhibitions on issues such as urban development and mobility or art, culture and design.
A customer relationship manager will be appointed to each Audi City digital store to provide a “highly personal customer dialogue” before, during and after sales and the car marque claims that they will provide “previously unheard-of level of customer service”.
It plans to open 20 city-based digital showrooms globally by 2015 to complement its traditional dealer network.
Peter Schwarzenbauer, Audi’s head of marketing and sales, says: “Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer. This new retail format brings us even closer to our customers – geographically, of course, but first and foremost in terms of the quality of our relationship. Audi City offers new freedom for tailor-made services and an even more individual contact with the customer.”
Schwarzenbauer adds: “People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand – especially in respect of the increasing variety of products and available information. Thus, with Audi City, we are creating a one-stop-shop for experiencing our brand. It is right in the midst of our customers’ lives, yet seamlessly connected to the online range offered by the four rings.”