RENAULTSTORE: CONCEPT THE BASICS · THE CONCEPT’S KEY COMPONENTS THE CONCEPT GUIDED TOUR RENAULTSTORE: THE BASICS #1 / DECEMBER 2012 - DPIR EDITO With this document, “RENAULTSTORE:

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NETWORK IDENTITY PROJECT DEPARTMENTDECEMBER 2012

NETWORK DEVELOPMENT DEPARTMENT

RENAULTSTORE:THE BASICS

THE CONCEPT’S KEY COMPONENTS THE

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RENAULTSTORE: THE BASICS #1 / DECEMBER 2012 - DPIR

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With this document, “RENAULTSTORE: THE BASICS ”, you will be able to: > identify the added value the RENAULTSTORE concept provides to our customers > describe the key areas within the space and their purpose > illustrate how it helps us “sell more and sell better.”

RENAULTSTORE: THE BASICS

In order to help everyone grasp the key ideas behind the concept and lend meaning to each area within the dealership, we have developed a simple, logical document with illustrative examples. This document will be accompanied by technical documents.With regard to outdoor signage and NVI, the specificationsand descriptions available on the DPIR website are still applicable.

To gain the most out of this document, you can either navigate using the tabs and arrows, < >, or take advantage ofits interactive features: each major section can be activated with just a click.The Network Identity Project Department (DPIR) is alsoavailable to assist you: [email protected]

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OUR CUSTOMERS ARE CHANGING –WE ARE CHANGING ALONG WITH THEM

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RENAULTSTORE

Our customers and their expectations have evolved considerably in recent years. Thanks to the media and social networks, they are better informed, developingtheir own expertise, comparing products, options and services.Their purchase experience has changed.Most customers go to the dealership to purchase their vehicle. But the automotive dealer networks have scarcely changed.All too often, they are bland spaces where the vehicles areon display.Renault needs to bring its network in line with the Brand values and respond to its customers’ expectations.

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RENAULTSTORE: THE BASICS #1 / DECEMBER 2012 - DPIR -< >+

THE NEW-GENERATION RENAULT DEALERSHIP THE

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The RENAULTSTORE is:

> More modern: It offersboth a digital experience anda physical experience.

> Better targeted: It isadapted to the needs of each customer.

> More effective: It clearly sets out each stage of thecustomer experience; highlights the products, services andaccessories and makesthe space more appealing,more flattering to the Brand,and also, more sales-oriented.

> More assertive: It reflects the Brand’s identity and values.

THE NEW-GENERATION RENAULT DEALERSHIP

CONCEPT RENAULTSTORE

The RENAULTSTORE reaffirms the Brand’s identity and optimizes the sales process.What we currently see is that more than 75% of visitors toour dealerships proceed directly to After Sales service, where they have no opportunity to learn about the product line,accessories or services.We have decided to channel all customers (sales and After Sales) to a central reception area in the showroom.

Customer reception has been reorganized, with salesand After Sales located in the same place: the showroom.

All customers are greeted at one location, whether their business is sales, After Sales service or delivery. This way, they come into contact with new products and the entire vehicle range, and learn about the full range of products and services throughout their visit.

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The RENAULTSTORE is:

> More welcoming:A host or hostess are there to greet customers and steer them in the right direction if they so desire.

> Friendlier: Each spaceis arranged so as to encourage friendly interaction, with colorful touches to give the showrooma warmer ambiance.

> More intelligible:Selected models are displayed within a product universe. These are zones that make it easier for customers to learn about the product range.

> More sales-oriented:The products are given special focus, and accessories andservice packages are displayedprominently at strategic locations.

HOW IS IT DIFFERENT?

BEHINDTHE CONCEPT RENAULTSTORE

The central reception permits the management of the differentcustomer flows.

The welcome desk and the totem present the sales teamand describe the services available on site. Each customer is quickly steered in the right direction.

The Brand area ushers the customer into theRenault community, adds a friendly touch and draws

the customer to the Brand wall.

The showroom is organized to provide an experience tailored to each customer. Zones are used to provide greater visibility of the product line.

Accessories and services are prominently highlighted at strategic locations, to encourage additional business.

Effective and sales-oriented: the RENAULTSTORE enhances the Brand image,provides a means of addressing each customer’s expectationsand offers a personalized showroom experience.

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The RENAULTSTORE is designed to be adaptable to each dealer’s needs. It is available in threeformats:

> The LARGE version offers each element of the concept;it serves as the base format.

> For smaller showrooms where fewer vehicles areon display, the RENAULTSTOREis available in MEDIUM and SMALL.

In the guided tour, you’ll learn about all three formats.

HOW IS IT DIFFERENT?

LARGE

SMALL

A different RENAULTSTOREfor everyone

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DIFFERENT CONFIGURATIONS

Designed with our customersin mind, the RENAULTSTORE is vibrant, warm and friendly.

In this document, we providethe keys to understandingthe goals behind each spaceand how it is implemented.

Take a guided tour of the siteto learn more.

Enjoy your visit!

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GUIDED TOUROF THERENAULTSTORE

A space divided into thematic zonesdesigned to showcase our offering.

DISPLAYOUR RANGE

An open, lively space.

WELCOMERENAULT CUSTOMERS

A space for talking aboutthe Brand and its expertise.

INTRODUCETHE BRAND

An effective, sales-boosting spacethat instills a desire to purchase.

SELLBETTER

The entire offering is presented inboth physical and digital form,with a spotlight on accessoriesand services.

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SMALL MEDIUM

Whether you’re visiting for advice,a purchase, a delivery or After Sales service:

WELCOME TO RENAULT!That’s the message we needto convey to every singlecustomer.

Throughout the visit, from the moment they walk in, every stepis taken to ensure an excellentexperience.


THE CANOPYFor the customer, it signalsa welcome by the Brand; the canopyis the architectural signature ofthe Renault Road. Dramatic: It organizes the space and creates a perspective that drawscustomers towards the bar and lounge. Friendly: The canopy lends a personal touch and establishes a warm environ-ment for customers, who are greeted by a host or hostess upon entering.

A reference point: It divides the showroom into two sections andprovides a link to the thematic zones.

THE WELCOME DESKAND THE TOTEM The first contact with the Brand

Cordial: The greeter establishes a bond with customers as soon as they enter, identifying their needs so as to guide them towards the appropriate area of the showroom.

Effective: The totem is the first point of contact for customers visiting the showroom on their own. It also intro-duces the staff and describes the ser-vices that are available. Customers feel welcome as theycontinue their tour of the showroom.

THE DIGITAL LOUNGE Active waitingin the showroom

Connected: Comfortably settled in, customers can log on to the Internet via Wi-Fi. Welcoming: Customers can watch videos on the Brand and its product line while they wait.

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THE BRAND BARFriendlyand informative

Appealing: An extension of the initial welcome and a central component of the Renault Road, the bar is a symbol of the hospitality shown to customers.It cements a bond between visitors and the Brand, where customers can enjoy a coffee or talk with a sales man.

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The RENAULTSTORE has been designed with the aim ofcreating a warm and friendly atmosphere so customers feel comfortable.

It is based on expressing the Brand’s core values.

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INTRODUCETHE BRAND

THE BRANDWALLThe Renault identity

Visible on entering the dealership, the Brand wall highlights Renault yellow and constitutes a point of reference for customers.

Informative: The wall displays a variety of Renault-related content, including advertising, Brand videosand news, promotions, etc.

THE MINIATURESDISPLAY CASEThe story of a legendary Brand

Symbolic: The display case tells the history of the Renault Brand and the emblematic Renault models since the company was founded.

Evocative: The case lets visitors relive the Renault legacy through their own personal history with the Brand.

POINT-OF-SALECOMMUNICATION An additional sales tool

Informative: It highlights each product’s unique selling point and supplements the information givento customers. Integrated: It effectively complements the other aspects of the Renault Store,adding to each customer’s experience with targeted messages that cultivate the desire.

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THE RENAULTSTORE FORMATS


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Various thematic zones are being designed and deployed dependingon the country’s product plan: Adventure zone, Business zone, Z.E. zone, etc.The Sports zone is being deployed in authorized dealerships.

We needed to make ourrange easier for showroom visitors to grasp, so zones have been createdto ensure customers areimmediately drawn to the vehicle(s) that meet their needs.

Each zone is indicated by floor markings, a specific colourand a name.

This simple grouping of models under a single banner enhanced by special lighting.

03 DISPLAYOUR RANGE

THE HEADLINE ZONEA focus on the latest offerings

Visible to customers as they walk in, this area highlights the model currently in the spotlight. It changes as new models are released.

Impossible to miss: Located to the left of the welcome desk and display totem, it provides the customer’s first encounter with the product.Floor markings and POS complete the display.

THE PASSION ZONECovetable vehicles!

Emblematic: It displays vehicles with strong added value for the Brand image.

Central: It includes a large mural,a banner sporting the word PASSION, floor markings and lighting.

Up-to-date: It can be used to draw attention to newly introduced models.

THE ZE ZONEWhere the future is now

Modern: It presents Renault’s expertise and the Zero Emissions product line:not just electric cars, but smart carsthat are fun and environmentally friendly. Practical: It describes the servicesoffered with Z.E. products to helpcustomers go electric.The vehicles are featured on a podiumor with floor markings, a special POS, a Z.E. banner and lighting.

THE SPORT ZONERenault Sport, the thrill of excellence

Eye-catching: The zone is identifiedby a large Renault F1 visual.The Sports zone consists of a mural, floor markings, lighting, a display totem and a wall of images.

Targeted: It highlights Renault’sexpertise in auto racing and builds on that atmosphere.

EXAMPLES OF SPECIFIC ZONES

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THE KEY ZONES!




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The RENAULTSTOREincorporates both digital and physical elements throughoutthe customer experience. Customers can learn about the range of products available or revise and add to the features they want on their futurevehicle, either on their ownor with the help of a salesrepresentative.

Once they’ve made a decision, they continue the purchase experience with the sales representative.

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THE BRAND BARInformation about the Brand orproduct line or configuring a vehicle

Digital: Customers can use the iPads located at the bar to begin or continue configuring the vehicle they want.

Multifunctional: Customers can order a coffee or browse the promotional information at the bar.

THE CONFIGURATORWhere dreams become reality

Both virtual and physical,it introduces customers to the full range of colour possibilities. Each option can be displayed on the vehicle of their choice.

It stimulates a desire to pursuethe sales process, and should be placed near the hubs that generate the most traffic.Customers can use the configurator independently or with a salesrepresentative to put the final touches on their vehicle.

THE SALES OFFICEA place to talk

Open: It sits in the middle of the showroom, more comfortable setting for customers than a closed office where the vehicles are still visible.

Yet discreet: With its circular layout and partitions, it allows the customer and sales men to proceed with the formal purchase.

DELIVERY AREAAn emotional high pointof the experience

Theatrical: The vehicle is unveiled ina special area of the showroom.

A key moment: The delivery should be used as an opportunity for additional sales.Accessories and service packages are featured on display furniture in the area to allow for last-minute purchases.

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The RENAULTSTORE is designed to forge a permanent bond between the product offering, accessories and services and customers throughout their visit to the showroom.

Information is provided via both physical and digital resources.

The goal is to create desire and thereby sell more.

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AFTER SALESSERVICE DESKEvery customer counts

Part of the showroom: Customers can locate the service desk easily and view all or part of the showroom during each After Sales appointment.

Sales-oriented: After-sales display furniture near the service counter lets customers learn more about service packages and accessories.A dynamic display shows customer appointments, videos, advertising and promotions.

Visible at key moments during the customer visit

Strategic: Informational displayfurniture is located anywherecustomers might need an accessory or service offer.

At delivery: Accessories that help customers take to the roadare featured.

At After Sales service: Customers can learn about service offer.

In the busiest part of the showroom: Select accessories areon display.

* The accessories and service offer display furniture shown is for reference only. A more comprehensive document on accessories and service offer displays will be distributed in the upcoming weeks.

ACCESSORIESAND SERVICE OFFER*




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Throughout their visit, from the moment they walk in, every stepis taken to ensure customerssatisfaction. THE TOTEM THE WELCOME DESK

The first contact with the Brand

Cordial: The greeter establishes a bond with customers as soon as they enter, identifying their needs so as to guide them towards the appropriate area of the showroom.

The first contact with the Brand


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THE MINIATURESDISPLAY CASEThe story of a legendary Brand

Symbolic: The display case tells the history of the Renault Brand and the emblematic Renault models since the company was founded.

Evocative: The case lets visitors relive the Renault legacy through their own personal history with the Brand.



















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This simple grouping of models under a single banner is further supported by special lighting.

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DISPLAYOUR RANGE


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The RENAULTSTOREincorporates both digital and physical elements throughoutthe customer experience. Customers can learn about the range of products available or revise and add to the features they want on their futurevehicle, either on their own or with the help of a salesrepresentative.


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THE BRAND BARInformation about the Brand orproduct line or configuring a vehicle

Digital: Customers can use the iPads located at the bar to begin or continue configuring the vehicle they want.

Multifunctional: Customers can order a coffee or browse the promotional information at the bar.







DELIVERY AREAAn emotional high pointof the experience

Theatrical: The vehicle is unveiled ina special area of the showroom.

A key moment: The delivery should be used as an opportunity for additional sales.Accessories and service packages are featured on display furniture in the area to allow for last-minute purchases.




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Sales-oriented: After-sales display furniture near the service counter lets customers learn more about service packages and accessories.A dynamic display shows customer appointments, videos, advertising and promotions.





In the busiest part of the showroom, select accessories are on display.

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Throughout their visit, from the moment they walk in, every stepis taken to ensure customerssatisfaction.

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THE TOTEMThe first contact with the Brand


THE WELCOME DESK

Cordial: The greeter establishes a bond with customers as soon as they enter, identifying their needs so as to guide them towards the appropriate area of the showroom.THE RENAULTSTORE FORMATS


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This simple grouping of models under a single banner is further supported by special lighting.

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The RENAULTSTOREincorporates both digital and physical elements throughoutthe customer experience. Customers can learn about the range of products available or revise and add to the features they want on their futurevehicle, either on their own or with the help of a salesrepresentative.


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Sales-oriented: After Sales display furniture near the service counter lets customers learn more about service packages and accessories.A dynamic display shows customer appointments, videos, advertising and promotions.





In the busiest part of the showroom, select accessories are on display.

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The RENAULTSTORE is designed for multi-brand sites as well.

The principles behind the RENAULTSTORE have been tested in a variety ofconfigurations and can be applied to any type of showroom.

In a multi-brand environment, the RENAULTSTORE can be used to set the Brand apart byaffirming the Brand identity.

MULTI-BRAND CONFIGURATIONS

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The RENAULTSTORE has also been designed for sites with special configurations.

The principles governing the RENAULTSTORE apply to a variety of configurations.

An additional set ofconfigurations will be available.

SPECIFIC CONFIGURATIONS

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The customer enters the showroomand is greeted by the greeter.

The greeter escorts himto the Brand bar and shows himthe content on the tablets. He is joined by the sales man. They walk to the vehicle zone.

Using the configurator, they decide on options and accessories.To help the customer refine hisselections, the end result can beprojected on the Brand wall.

They finalize the purchase.

THE GUIDED EXPERIENCE

This experience is offeredby way of example

> GUIDED> INDEPENDENT> DELIVERY> AFTER SALES

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The customer enters the showroom and is greeted by the greeter. He approaches the totem.

If he wishes, he can take a seat at the Brand bar and begin learning more about the product line.

He is joined by a sales man, and they head toward the Passion zone.

Alone or with the sales man,the customer continues his tourof the showroom and can usethe configurator to makehis final selections.

The visit can then continuein the sales office.

THE INDEPENDENT EXPERIENCE

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The customer enters the showroom and is greeted by the hostess. He is joined by the sales man. They head to the delivery area to check out the vehicle.

Then they handle the administrativeformalities. Thanks to the display furniture inthe delivery area, the vehicle purchasecan be supplemented withservice offer and/ordriving accessories.The customer receives the keysto the vehicle.

THE DELIVERY EXPERIENCE

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THE AFTER SALES EXPERIENCEThe customer enters the showroom (through either the showroom entrance or the service shop entrance). He has an appointment at the After Sales service desk. He handles the administrative arrangements with the After Sales service staff. If the customer needs to wait for workto be completed on his vehicle,the greeter or service representativesuggests that he make himselfcomfortable in the digital loungeor the Brand bar.

The customer can look around the showroom.

When his vehicle is ready, he isdirected to the After Sales service desk.


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Documents

RENAULTSTORE: CONCEPT THE BASICS · THE CONCEPT’S KEY COMPONENTS THE CONCEPT GUIDED TOUR RENAULTSTORE: THE BASICS #1 / DECEMBER 2012 - DPIR EDITO With this document, “RENAULTSTORE: