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Volkswagen network on the digital showroom revolution

Over half of Volkswagen’s UK dealer network will have joined what it calls the “digital showroom revolution” by the end of this year with the German brand’s latest round of corporate identity standard upgrades.

Out of the 210 VW showrooms across the UK, 49 have already updated their sites and 70 are scheduled to be completed by the end of this year.

The digital showroom development went live in summer 2012 and equipped showroom staff with iPads and a range of advanced web tools with the aim of closing the gap between the on- and off-line worlds.

VW said this approach makes the assimilation of information easier for the customer, as well as enabling them to view virtual examples of products and specifications that may not otherwise be available for immediate viewing in the showroom.

Business has carried on ‘as usual’ throughout the work to upgrade all sites.

All new showrooms have space for at least 10 new Volkswagen cars, waiting and refreshment areas, merchandise and accessories plus WiFi.

Some retailers will showcase initiatives such as cafés, children’s play areas, dedicated vehicle hand-over areas and consultation bays.

Spencer Clayton-Jones, Volkswagen’s head of customer quality and network development, said: “Where the changes are complete we’ve noticed a large uplift in customer visits, purchases and staff morale.

“Customers are clearly enthusiastic about coming to the new showrooms and this suggests when they do they’re happy, engaged and serious about buying a car. If they like the environment it follows they’ll want to come back for regular maintenance, which has definite benefits for them, and of course, for our retailers.”

Clayton-Jones said the upgrades across all 210 dealers will be completed by 2015.

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