How SRA help brands evolve: Jaguar Land Rover opens in Ipswich and Cambridge
/Clients come to us for a lot more than just a building.
According to a recent Forbes Insight report, ‘the automotive industry has recognized the sign of the times… it needs to build relationships with their customers beyond the average four-year upgrade cycle to the latest model. Customer experience and customer relationship management becomes a crucial factor in succeeding.’
Investing in a vision of the future, our work for Marshall Motor Group’s JLR dealerships has evolved over the years. We have gone on a journey with them. From a simple brand refresh, to the designing of new showrooms and finding new ways of reaching and appealing to the developing needs of customers. We have listened and will continue to be receptive to their needs.
We recognise we have to design solutions for brands that make it easy to build relationships with clients, and we have partnered with Marshall Motor Group to ensure their life on the front line is made as simple as possible, listening to their requirements and ensuring we position the customer journey at the forefront of our designs.
It was important for Marshall that the space reflected the evolution of automotive retail, our designs providing large meeting and receptions areas, lots of natural light to put an emphasis on comfortable surroundings and the integration of bespoke delivery bays, for example.
As Customer Think points out, ‘car buyers are engaging with online content from research and planning all the way to the post-sales phase. This makes it critical to manage online reputation, and to ensure that user-generated content about your company attracts potential customers, instead of driving them away.'
Our branded design factors this in, with a number of elements showcasing emerging media that may not have been incorporated into our plans even a few years ago. Each showroom is a personal promotion of the brand to the customer; and in turn customers are the biggest promoters of the brand as they leave with (hopefully) a positive and lasting impression. New technology is leading the way and some new JLR dealerships are rolling it out for customers to consider their customisation and personalisation options before they continue their purchase.
Our work for Jaguar Land Rover and Marshall Motor Group in Ipswich and Cambridge delivers a new retail concept, showcasing both Jaguar and Land Rover side-by-side with a large display car area. It provides a prominent position for the brand, with the building’s layout and specification optimised for its updated corporate identity.
“This brand new facility will enhance both the customers’ and our colleague’s experiences.”
Construction started in January 2016 and completed mid-November 2016 ready for the launch of the latest Land Rover Discovery model.
In Cambridge, showroom doors were opened at the beginning of this year, and Jaguar Land Rover are looking forward to a busy year with the recent launch of revised and new models such as the Jaguar F-Pace and upcoming, all-electric I-Pace.
