New first for Jaguar Land Rover as it offers completely digital sales option

JAGUAR LAND ROVER has become the UK’s first premium carmaker to offer a fully online purchasing package.

In partnership with digital retail specialist Rockar, the manufacturer is launching a new digital retail website, accompanied by a store in the Westfield Stratford shopping complex in London.

The new store opens in early October, but customers will be able to use the new accompanying online store from September 7.

Complementing its network of 201 UK retailers – currently undergoing a major £1bn overhaul – the new Rockar Jaguar Land Rover retail offer has been developed in response to changing demands from the carmaker’s customers.

Visitors to the new store will be greeted by specially trained ‘Angels’, product experts that are paid to serve not to sell.

The ‘Angels’ can offer advice, show colour samples and interior leathers, help customers use the in-store Rockar system and show them around the six vehicles on display. Once visitors have gathered all the information they need they can complete their purchase on the Rockar website – either in-store or at home.

JLR said there was no real need to visit the physical store at all; the online site allowed customers to browse models, book test drives, specify their car, arrange finance and even trade in an existing model before hitting the ‘buy’ button.

Jeremy Hicks, managing director, Jaguar Land Rover UK, said: “It’s an exciting time for Jaguar Land Rover, we have a range of new models aimed at new customer groups and as such we are looking at how we can best serve our expanding customer base.

“Our retailers are investing £1bn in the UK network, and our partnership with Rockar represents some of the incremental new, innovative solutions that we are introducing to engage and serve our customers.”

JLR said the store had been specifically designed as a relaxed environment where shoppers could learn about Jaguar and Land Rover at their own pace, and customers could be confident in their purchase due to a clear pricing policy.
Clear and detailed figures are also provided for part exchanges and finance.

Sarah Nelmes, Network Development Manager, Jaguar Land Rover UK said: “Customer needs are changing as our lifestyles and the technology available to us evolves.

“We want to make sure that every customer journey is a truly enjoyable and premium experience representative of our two great British brands.”

Buyers will be able to choose from a suite of buying and servicing options that can be tailored to their individual preferences.

One of the factors influencing the new approach has been the strong response among women buyers, who traditionally oppose the high-pressure sales approach which characterises the car retail sector.

Another has been a desire by the manufacturer to lower the average age of its customer base.

Using the digital model in the past, Rockar said it found that more than 54% of its buyers were women, while the average age of customers has been just 39 years old. With the no-pressure approach of the ‘Angels’ in-store, Rockar also found that around 60% of customers would leave the store and complete their purchase online later.

Simon Dixon, CEO, Rockar, said: “We’ve turned new car buying on its head. Our research has revealed that customers in today’s digital age are looking for an easier way of buying cars, more aligned to how they shop for their clothes, food and gadgets.”