The 500 square metre store within the Westfield Hornsby centre was instigated by Renault to trial a new approach to retailing its products and was immediately picked up by McCarrolls.
The Renault Concept Store, opened on Thursday October 20 and manned for the same opening hours as the shopping centre including late nights on Thursdays and weekend trading, was also appealing to McCarroll’s to gauge customer reaction to a new-car display.
Renault Australia managing director Justin Hocevar said his company was “delighted to be the first mainstream brand in Australia to bring a new kind of experience to consumers”.
“Renault understands that purchasing behaviour is changing and the automotive sector needs to keep pace with this change.
“People want to engage with brands on their terms and shop when they choose and Renault aims to be at the forefront of these changing trends.”
The shop has five cars on display – Koleos, Clio RS, Megane, Captur and Trafic. Visitors can browse through the display vehicles, then book a test drive at the store’s valet service, and then purchase.
Purchases can be done without buyers attending a McCarroll’s dealership.
McCarroll general manager of marketing Chester Wong said it was the first time the dealership had involved itself in a shopping centre display but believes it has already proved itself so popular that a future long-term store is being considered.
“We had over 150 people through the shop on the weekend,” he said.
“That’s remarkable and the feedback we receive from visitors was even more impressive. Visitors said they liked the chance to browse new cars without being in a sales environment.
“We are also displaying and selling Renault merchandise, including key rings and Renault Sport F1-inspired clothing and paraphernalia.
“From initial reports, it’s a strong marketing tool and is now firmly on our list of initiatives for the future.”
McCarroll’s closest dealership is at Artarmon and Hornsby is not within its PMA. But Mr Wong said Hornsby was an open point which allowed it to take the opportunity to display cars at the shopping centre.
“This is part of a trial and discovery journey,” Mr Wong said.
“It could be that concepts such as this will change the way we have traditionally targeted our marketing and advertising budgets.”
Mr Hocevar said the concept store idea was developed as Renault Australia started its next phase of the brand’s revitalization.
“Based on our segment presence, Renault covers almost ninety per cent of the total Australian population and this new concept store only adds to the offering we can provide,” he said.
“Taking over an entire retail space within the Westfield Hornsby shopping centre, the Renault Concept Store will provide a customer-friendly approach, taking the Renault brand directly to them.
“Shopping centres see a significant amount of foot traffic and people are naturally in shopping mode, so this is the perfect location to test consumer reaction to this new way of shopping for a car.”
By Neil Dowling
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