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RENAULT BEGINS RETAIL TRANSFORMATIONBack

RenaultLogoRenault has announced that it is to revamp its entire retail network. Under the changes, dealerships will become ‘Renault Stores’, and will lead customers through four distinct stages to buying.

First, each showroom will have a bespoke welcome desk, where visitors will be greeted by a host who will direct them according to whether they require sales or service/parts. Next, a ‘Brand Wall’ will include a large screen used to depict the French car-maker’s heritage.

The showroom is then divided into themed zones: ‘headline’ – for the newest model, ‘passion’ – showing cars in a setting to emphasise the brand image, ‘Z.E.’ – for electric vehicles, and ‘sport’ for performance variants.To explore the cars further, customers will then be encouraged to use on-line configurators.

Lookers in Chester is the first retailer to offer the new identity and the group’s five other outlets are expected to follow soon.

The company’s owned dealerships – the Renault Retail Group – are undergoing transformation and they, although with half of the network, will show the new look by the end of the year. The remainder will convert by 2017, says management, and although the changes major on Renault, budget brand Dacia will be included in the changes, too.

Source: Auto Retail Network

Posted by Sue Robinson on 30/01/2015