Monday, 20 February 2012
Sytner has opened a Mini pop-up store at the Westfield Stratford City shopping centre.
The display area, which will only be open for 12 months, will act as a showcase for displays of Mini’s Coupe and Countryman models. The store, which will sell merchandise, is the first of its kind in the UK and is a collaboration between the dealer group and Mini.
The store also showcases the latest in retail technology with customers able to use a 3D car configurator to create their own models.
The store has created 12 new jobs, which have all been recruited from the local area and have been fully trained by Mini.
“Over the next year we will be listening to and learning from what visitors to the Westfield store have to say about what they expect from their car retail experience,” said Jochen Goller, director of Mini UK.
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I know a few other manufacturers/dealers have trialled similar experiments taking over empty shops so it is great to see this effort from Mini/Sytner which also combines with the lifestyle element with a longer term view.
I can only see this as the way forward… digital dealership, test drive centres and end of the ‘classic’ sales executive.
I am just surprised how long this is taking to come around, although I feel with more manufacturer support it would be much more prevalent especially in large town centres and cities where costs are much higher.