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.
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.
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.