Digital retail specialists Rockar have launched a new Jaguar Land Rover store in Westfield Stratford shopping centre.
Following the launch of two digital click-to-buy websites last month, the new addition to one of Europe’s busiest shopping destinations will see the Jaguar Land Rover open an experimental bricks-and-mortar shop.
The concept behind the store is to remove the “salesperson”, offering instead a digital platform to make a purchase and having staff on hand to provide information but not pressure customers into a sale.
This is reflected in their salaried pay, as opposed to being commission-based.
Shoppers use the in-store tablets to configure their new car, picking the colour and interior trim to their personal specifications, even agreeing a price of the value of a trade in vehicle.
These options are also available via Rockar’s website, which it says aims “to completely revolutionise the way in which cars are bought today”.
“As the Jaguar Land Rover family grows with great new models and new buyers, our approach needs to adapt with relevant, innovative ways of engaging with a new type of customer,” Jaguar Land Rover UK managing director Jeremy Hicks said.
“We have been looking at how we can offer our customers more choice and more flexibility over how they buy a Jaguar or Land Rover, and adding the Rockar model to our network adds an exciting new way to do just that.”