Blended retailing is the title of a concept being used by Volkswagen UK in its dealer network that accepts the digitisation of the sales process and the attention given by all retailers to everything ‘e’, but doesn’t assume the traditional face-to-face contact in the showroom and sales staff with encyclopaedic knowledge of the brand is redundant.

It merges clicks with bricks, with people. And a little bit of London Olympic magic.

Volkswagen’s passenger cars head of retail operation Ian Plummer (pictured) explained that the first two elements count for nothing if the third doesn’t bring the parts together, in “a blend”.

“Traditionally, the influence in managing a customer journey, a large part would be done offline, then some research would be done online and then you would seek a physical experience,” he said.

The focus for the motor retail industry has, up until recently, been on the physical part. Then more emphasis started to be focussed on digital, but as a separate entity. The lack of linkage between the two, in Volkswagen’s view is illogical and problematic.