Subaru’s first pop-up store transformed into the first ‘do’ permanent store within Werribee Shopping centre this month.
The new store encapsulates the spirit of ‘do’ and is a key reflection of the brand and the modern digital era.
The store is currently displaying models including Impreza, Forester and Outback that are a reflection of three different lifestyles – technology, lifestyle and performance.
The layout of the store is cleverly set out so customers can experience the brand in a unique and appealing way. It also allows them to explore the brand in the comfort of a relaxing environment.
The store consists of a digital showroom, including three touch screens allowing customers to interact and browse other vehicles in the range; driving simulators, an open “dining” table, performance stories showcasing the Subaru Global Platform, technology and safety features, Subaru merchandise, bikes, canoes, surfboards to emphasise lifestyle aspects and the friendly faces of the Subaru ‘do’ experience team to welcome and assist customers throughout the entire process.
The ‘do’ store utilises a single point of contact sales method, making the process of purchasing a car simple, yet efficient. It also develops a closer and stronger relationship with the ‘do’ experience team.
Subaru aims to make the buying experience as fun as possible by offering customers convenience and time saving.
As in a traditional dealership, the Werribee store offers test drives – six parking spots in the shopping centre are reserved so that customers can conveniently go for one on the same day.
As a lifestyle brand, Subaru aims to pioneer the way customers shop and interact with the brand – attracting new and current ones. And more importantly, driving value throughout the whole process.
Subaru Australia’s Managing Director, Colin Christie said: “We see retaining existing customers as vital making sure we are offering them value as a brand. We regard the value as whole of life costs from point of purchase, servicing and selling the car, to even repurchasing another Subaru.
“The store increases the mental availability of the Subaru brand. For example, we have had people walk into the Werribee store and saying that they would have never considered the brand if it wasn’t for the convenient presence in the shopping centre.”
Customers are instantly immersed into a different shopping environment.
Subaru plans to align with growth corridors that have emerged in the last 10 years in Australia’s automotive industry.
According to Subaru Australia’s Managing Director, Colin Christie, the new store is expected to average 40 to 50 vehicle sales per month.
Subaru Australia is also opening its first pop-up store in Sydney, in Castle Towers Shopping Centre, in the city’s North West early next year.
Colin also said: “The Subaru ‘do’ store is one of the initiatives that underline the company’s promise to overcome obstacles that customers may experience.”
For more information on Subaru locally, visit:
Subaru Australia: http://www.subaru.com.au/