Renault \ Hornsby Concept Store

Results

1st Pilot

First of its kind
concept store

+1 Million

Impressions

+7,000

Unique Visitors

Challenge

In the rapidly changing and highly competitive Australian automotive environment, low-familiarity brands like Renault face an ongoing challenge to get people through the doors of their dealers. Add to this the high percentage of potential customers who feel uncomfortable in a dealership environment, and the need for a new business model became apparent.

And when a key Renault dealer in Hornsby closed its doors, it was the perfect opportunity to reinvigorate the Northern Sydney market in a new way.

Renault briefed Neonormal to find a solution that would not only bridge the gap in Sydney’s Northern suburbs, but also trial an innovative approach to the model of the dealership.

Strategy

In a first-of-its-kind pilot, we partnered with Renault to create a concept store within the Westfield Hornsby shopping centre — taking the experience to our customers rather the other way round.

Our research found that people — and especially women — often dread visiting traditional dealership, finding them to be high-pressure environments, with low empathy and poor customer experience.

So, in just 6 weeks, we created an open, inviting retail store — a fully transactional environment familiar to shoppers, and staffed by Renault dealers. With five vehicles on display, a heritage wall, a merchandise and customisation bar and a kids’ play area, the Concept Store engaged and immersed visitors in the brand’s story, while educating them about Renault’s models and customer service offers.

For 6 months, the store was an overwhelming success, and became an ideal, pressure-free car shopping experience for Renault’s target audience.

What we did

Strategy
Branding
Design + Build
Concept Store
Customer Journey
Logistics