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Customers can customise and personalise their vehicle in the store’s ‘create’ space.

Customers can customise and personalise their vehicle in the store’s ‘create’ space.

Photography courtesy of Dalziel & Pow

Rockar Jaguar Land Rover, London


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Design Credit:

Dalziel & Pow

If you’re in the market for a new Jag there’s no longer a need to head to an out-of-the-way dealership. Rockar’s just-opened Jaguar Land Rover store at London’s Westfield Stratford City, marks a shift in the way we view, test and experience new cars.

Launched in tandem with two complementary e-commerce sites, the new store brings a digitally oriented, fashion-inspired approach to the test-driving experience. Set amidst a thronging shopping centre and with vast, ever-changing window displays, it provides increased contact and front-of-mind awareness with passing shoppers.

Dalziel & Pow has crafted a uniquely fashion-inspired approach to luxury vehicle purchasing.

The sales and customer service rules have also been rewritten to reflect its new location – where ‘experiential’ brands like Apple have raised the bar. Rather than just selling, the store’s no-pressure product expert ‘Angels’ are focused on assisting customers with questions and information.

The space has been divided into four zones to suit key aspects of the customer journey, and to allow the store experience to be tailored to different customer needs. Customers can browse screens featuring product specifications and benefits, retreat to private lounge areas to discuss a potential purchase, or even test drive a vehicle in the centre’s car park.

A ‘create’ space within the store allows customers to configure their vehicle with their preferred trims and finishes, meeting demands for increased choice and customisation. Trade-ins and financing can also be arranged in-store, and in a first for a luxury car brand, the process can also be completed at home online – an offering that has seen increased purchases from demographics including younger people and women.

Words by Stephanie Campisi

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