The 1,271 square foot retail space is set to complement their traditional dealer network and online buying facility, providing a further means for customers to engage with the company. Designed into zones, customers will get the chance to see Mitsubishi Motors models and interact with digital displays to learn more about the history of the company and its innovative future.
Working with designers Dalziel & Pow and in partnership with online retailers Rockar, the clay rendering and untreated timber provides a natural feel to the space. Mitsubishi Motors have aimed for their first retail outlet to be calm and quiet, in line with their hybrid vehicle range. This concept of an “Innovation Sanctuary” begins with an open shop front before taking customers on through zones designed to engage potential UK clients fully with the company and its vision for the future of the car trade.
Using soft lighting, digital experiences and easy to read messaging, Mitsubishi Motors’ first retail outlet guides the customer through a range of themes including technical innovations and hybrid technology. Information cards can be used to instigate information at touch points and visitors can also use sample boards to personalise options. Charging points is always one of the main issues which comes up in discussion of hybrid vehicle use and UK customers can search for local charging points in-store here.
The final zone sees Mitsubishi Motors showcase their Outlander PHEV model with additional digital information elements. From here there is a consultation room to provide a comfortable area for UK customers to enquire and follow up on all they have seen of the 7 Mitsubishi Motors models showcased within their first retail outlet. For customers who would like first hand experience of the Mitsubishi product, test drives are available of the different models from a unit in the shopping centre’s car park.
Throughout the outlet Mitsubishi engages low key branding and a service message of “small enough to care”. It provides a contemporary, confident setting to engage its UK customers, with the digital technology offering a slower paced retail experience if people fully engage with the information on offer. The store provides a significant marketing channel for Mitsubishi Motors in a prominent and established retail setting.
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