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work

Driving the future of retail - the new FAW Volkswagen digital showroom

client:
FAW-VW
region:
APAC
  • APAC44
  • Architecture32
  • Build41
  • Concept Design65
  • Digital25
  • Mobility38
  • Showrooms10
  • APAC44
  • Architecture32
  • Build41
  • Concept Design65
  • Digital25
  • Mobility38
  • Showrooms10

Introduction

Buying a car typically involves a trip to a dealership in the suburbs, in-depth discussion, and negotiation. Not with FAW-VW.

Volkswagen’s showroom in Guangzhou represents a new retail model, bringing together digital and physical touchpoints where consumers can see their prospective car, personalize it and - of course - purchase it.

The Challenge

From brand strategy to brand experience

Reinventing the retail model was an important part of FAW-VW’s wider brand strategy. The Uniplan Beijing team, as the lead agency, were honoured to be part of this conversation. We took the user perspective to create an experience based on the digitisation of the consumer journey, emphasising online community culture.

Bringing a fully interactive experience into the centre of Guangzhou, we reduced both the physical and psychological distance between the brand and its consumers.

What We Did

By using AR and VR technologies, we invited consumers to experience FAW-VW’s cars like they never had before.

In the AR interactive experience area, consumers can scan the in-store display car with a tablet computer to easily access model configuration information and performance data. If consumers have the intention to purchase a car, the e-commerce experience area allows customers to complete online orders, simplifying the purchase process. In addition, Volkswagen Space offers a personalized test drive and delivery service, giving consumers a more diverse, bespoke, and fun experience.

How We Delivered

A major step in the digitalisation strategy of the FAW-VW brand

The Volkswagen Space highly utilises Internet Thinking and digital technology to bring a new online and offline buying experience to customers by establishing an innovative and modern retail space. The result was a popular hotspot for car enthusiasts and FAW-VW customers. We attracted a high volume of foot traffic and achieved deep customer impressions.

"The Volkswagen Space represents an important new retail concept for FAW-VW, providing an innovative customer experience. We worked closely with our client to provide consumers with a sleek environment and plenty of engaging digital interactions, helping visitors immerse themselves in the brand, and eventually inspiring them to test and purchase the cars."

Allen Li, Account Director, Uniplan

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