Sonic Automotive Shows Off All Its Used Cars with Immersive Technology
Laura McQuarrie — July 3, 2015 — Autos
References: sonicautomotive & autonews
Sonic Automotive's EchoPark store is a "used-only car dealership" that is surrounded by shops and restaurants, rather than being located in a remote auto mall. The dealership's fire pit, cozy reception area and big windows are just a few of the ways the brand brings luxury and comfort to the experience of shopping for a used car.
Inside of the actual showroom, there are no cars, cubicles or sales desks. Instead, the space features seven stations for open consultations with comfortable restaurant-style seating.
Useful stations inside the space include a microphone station, where visitors can talk to technicians hands-free while they carry on other work. There's also the 'Imagine Bar,' which helps shoppers search the inventory and refine their searches with filters. For assistance, it's as easy as tapping a button on an iPad to call a representative over. There's even a board that lists all the dealership's prices, in comparison with others for the sake of full transparency.
Inside of the actual showroom, there are no cars, cubicles or sales desks. Instead, the space features seven stations for open consultations with comfortable restaurant-style seating.
Useful stations inside the space include a microphone station, where visitors can talk to technicians hands-free while they carry on other work. There's also the 'Imagine Bar,' which helps shoppers search the inventory and refine their searches with filters. For assistance, it's as easy as tapping a button on an iPad to call a representative over. There's even a board that lists all the dealership's prices, in comparison with others for the sake of full transparency.
Trend Themes
1. Immersive Showroom Experience - Using technology and comfortable seating, car dealerships are transforming the showroom experience to be more immersive and inviting.
2. Open Consultation Stations - Car dealerships are creating open consultation stations with restaurant-style seating to enhance customer comfort and engagement.
3. Transparency in Pricing - Dealerships are using boards and technology to display pricing information to provide customers with full transparency and enable informed decision-making.
Industry Implications
1. Automotive Retail - The automotive retail industry can adopt immersive showroom experiences and open consultation stations to enhance the customer experience and differentiate from competitors.
2. Technology - Technology companies can develop innovative solutions such as interactive search bars and transparent pricing displays to support the transformation of car dealerships and enhance customer satisfaction.
3. Hospitality - The hospitality industry can explore partnerships with car dealerships to provide comfortable seating and a welcoming customer experience in showrooms, similar to restaurant environments.
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