Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Shopping for used vehicles can actually be a transparent and enjoyable experience. This is what AutoZubak Neostar set out to prove, and with the help of Brigada, succeeded in building what is likely the first auto dealership integrating online and offline sales of used cars in this region, in Velika Gorica. Instead of in the parking lot, here the used cars are placed in a specially designed environment which uses an omnichannel approach to sales.
“We are collaborating with Brigada because they understand the specific needs that move traditional automotive industry closer to the new market demands,” said Dimitrije Trbović, CEO of AutoZubak.
By following global trends that connect e-commerce with brick and mortar stores, and maximizing the benefits of both to enhance the shopping experience, the concept of this showroom adds to the recently launched Neostar.hr e-commerce website. In the same way that an online customer can easily get an overview of the used car in 360 degrees, in the showroom – with the help of a tablet linked to each car – the customer can gain insight into the technical specifications and the status of each vehicle, as well as review all available cars. This allows the customer to shop independently; free and safe from the commonly uncertain and distrustful process of buying a used car. The customer doesn’t even have to visit the physical store, as the car can be delivered to their home address.
But for those who want to physically see the car before purchase, the new Neostar showroom removes all potential barriers and insecurities that accompany the purchase of a used car. The intention is to provide the customer an experience of trust, safety and modern approach, equal – if not better – to that when buying a new car.
In order to better coordinate e-commerce and the physical shopping, the Neostar Lab employees are working in the same space, monitoring in real-time the status of e-commerce in order to improve physical commerce. For example, in the showroom you can see those cars that are most viewed online, or if the buyer finds a car they like, but it’s currently in another city, at his request the car will be brought to the nearest showroom. “Neostar Lab is a unique laboratory in which the present and future digital AutoZubak is created,” said Trbović.
The Neostar Lab is located on the gallery – designed and equipped to meet all the contemporary office space requirements, with modern furniture and separate zones for both group and individual work, as well as space for rest and relaxation with video games, automotive, of course.
In the same way that an e-commerce buyer on Neostar.hr can get a transparent overview of the used car in 360 degrees, thus in the showroom they can use a tablet attached to each car to get insight into the technical specifications and the state of each of the cars. In this way, the customer is more independent, freer and safer in the otherwise uncertain and distrustful process of purchasing a used vehicle.
In the showroom, there is a special area with a touchscreen where the customer can individually, or with help of staff, review all available cars, also in 360 degree view and with all necessary vehicle specifications. To highlight the vehicles in special offer, a special showcase is designed for special promotional events, which is why it is equipped with special lighting and DJ equipment.
“Brigada has been working with AutoZubak for many years, where we create new and innovative sales concepts through creative synergy, in line with the world’s leading automotive trends,” said Damjan Geber, Creative Director of Brigada, and added: “Removing the boundaries between online and offline stores has become the standard in most industries in the world when designing stores, but in the auto industry, due to the specificity of the products and the purchasing decision process, it has not been so common so far.”
CREDITS:
AutoZubak / Dimitrije Trbović (President of the Management Board, Creative Director), Žaklina Trbović (Board Member in charge of marketing)
Brigada / Damjan Geber (Creative Director and retail consultant), Ana Mažuran (Architectural Project Manager), Ivana Validžić (Project Manager), Marina Brletić, Ena Tadej, Dora Kljenak (Architects)
Bolon by Jean Nouvelle (flooring)
Vitra (furniture)
Bojan Haron (photographer)