Jaguar Land Rover has struck-up a partnership with Rockar to create a new retailing experience within Stratford’s Westfield shopping complex.
An end-to-end online retail experience will pre-empt the opening of the new store, which is expected to open at the beginning of October, with customers able to use the new accompanying online store from September 7.
Complementing its network of 201 UK retailers – currently undergoing a major £1bn overhaul – the new Rockar Jaguar Land Rover retail experience has been developed in response to changing demands from its customers, said Sarah Nelmes, network development manager for Jaguar Land Rover UK.
Nelmes added: “Customer needs are changing as our lifestyles and the technology available to us evolves. We want to make sure that every customer journey is a truly enjoyable and premium experience representative of our two great British brands.
“Jaguar and Land Rover customers can now choose from a suite of buying and servicing options that can be tailored to their individual preferences and requirements so that they can start to enjoy the whole ownership experience from the very first moment.”
Jeremy Hicks, managing director, Jaguar Land Rover UK, said, “It’s an exciting time for Jaguar Land Rover, we have a range of new models aimed at new customer groups and as such we are looking at how we can best serve our expanding customer base. Our retailers are investing £1bn in the UK network, and our partnership with Rockar represents some of the incremental new, innovative solutions that we are introducing to engage and serve our customers.”
As with Rockar’s Hyundai-partnered store visitors to JLR Stratford will be greeted by specially-trained ‘Angels’, product experts that are paid to serve not to sell.
The ‘Angels’ can offer advice, show colour samples and interior leathers, help customers use the in-store Rockar system and show them around the six vehicles on display.
Once visitors have gathered all the information they need they can complete their purchase on the Rockar website – either in-store or at home.
The new website allows customers to browse models, book test drives, specify their car, arrange finance and even trade in an existing model before hitting the ‘buy’ button.
Rockar Jaguar Land Rover Stratford London has been specifically designed as a relaxed environment where shoppers can learn about Jaguar and Land Rover at their own pace, and customers can be confident in their purchase thanks to the store’s clear and transparent policy on price. Clear and detailed figures are provided for part exchanges and finance, giving buyers total transparency.
Using its past experience of automotive retail Rockar said that it has has found that more than 54% of its buyers have been women and the average age of customers has been just 39-years-old.
It has also found that around 60% of customers will leave the store and complete their purchase online later.
Rockar chief executive Simon Dixon said: “At Rockar we’ve turned new car buying on its head and created a whole new way to buy a car.
“Our research has revealed that customers in today’s digital age are looking for an easier way of buying cars, more aligned to how they shop for their clothes, food and gadgets. ROCKAR’s recent success has proved this research with over 60% of its customers now buying online.”
Supporting the store and website is a dedicated service centre based a mile away in Bromley-by-Bow.
The service centre is set to open on September 5 and will prepare new cars for delivery, service, maintenance and warranty works.