Innovación: Nissan’s retail design initiative offers immersive digital customer experience
It is important for all brands to move forward, lest they fall behind.
Here is an example of how Nissan is moving forward today.
Nissan recently unveiled its latest Retail Environment Design Initiative (NREDI 2.0) at one of its Atlanta dealerships. The company prides itself on pushing the innovation envelope, offering an immersive digital customer experience.
The NREDI 2.0-outfitted dealership is visually and technically updated in all areas, from sales, to service, to finance, to meet consumer expectations for retail facilities. The Nalley Nissan of Atlanta is on pace to more than double vehicle sales in its first month of operation. This new facility is a major investment for Nissan, given its scope, importance, and uniqueness. This new facility offers both new- and used-car inventory, an exceptional service department, and a sleek, modern, comfortable design that will positively impact the amount of time customers spend in the store.
Nissan’s NREDI 2.0 features visual transparency and openness, exclusive delivery areas, a large, glassed-view to the service area, a customer lounge set up as part of the showroom with the addition of a quiet lounge, and an increased use of digital elements including service and sales screens, configurator touch screen tablets, and digital wheel stands.
Mark P. Kuharski, Senior Manager of Nissan Retail Facilities, told Loyalty360 that the company has been a leader in innovative auto retail spaces since the original NREDI came to market in 2001.
“That said, if you’re not moving forward, you’re falling behind,” Kuharski said. “A lot has changed since 2001. The Nissan brand and its customers are continuing to evolve. NREDI 2.0 aims to provide an open, transparent, and comfortable environment that offers an immersive digital experience.”
Express service has become a critical element in Nissan’s dealer operations in recent years. Consider that 75% of its customers wait at the dealership for routine maintenance appointments instead of dropping their vehicles off.
“Service transparency and comfortable waiting spaces are crucial elements of the new design,” Kuharski said. “NREDI 2.0 offers several seating options adjacent to the showroom space with a direct view to the service drive and status monitors. This layout gives our customers an opportunity to interact with our products in an auto show atmosphere, complete with interactive digital brochures, video screens, and a feature vehicle display, all while keeping an eye on their car.”
Autor: Jim Tierney
Fuente: loyalty 360
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