Simon Dixon, founder of Rockar.com, said research showed some people find buying at dealerships an intimidating process.
“Rockar’s vision is simple – to ensure the customer is truly at its heart and feels em- powered throughout the process.”
The initiative will be supported by the launch of a one-off shopping mall store – at Bluewater, Kent – similar in style to Tesla’s UK outlets.
Whitehorn is keen to emphasise that it’s not a pop-up boutique and is there for the long-term. He believes the initiative will integrate in-store, online and mobile platforms to deliver an experience that will suit some consumers, but emphasises ‘some’.
“We’re not saying this is the future, we’re not moving away from traditional dealers,” he said.
“Most people want to go to a showroom and build a relationship with an individual. This is an alternative for those who want something different, and is designed to offer a flexible and convenient way for people to buy and own a car which fits in with their lifestyles.”
Alistair Jeff - 20/11/2014 15:28
I might be so bold as to suggest that correctly used available engaging video technology that personalises the customer experience, brings it to life, makes it fun, and feels like the dealership 'made an effort'....oh and can work on relevant technology (phone, tablet & desktop' would answer Hugh's point here: "Dickerson said research showed helpful and knowledgeable sales people, supported by great technology and a good selection of the right cars in stock, was rated as more important." Tech should be easy for dealers to engage customers with fun & some 'wow'... send them a video to introduce yourself....to show them how big the boot really is....to confirm a test-drive appointment....to show them their new car has arrived....to thank them for their order...