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.
