Pop to the shops for bread, milk...and a new car
They’ve been popping up in the USA, Europe and Canada and don’t be too surprised to find a car shop sitting amongst the clothing stores and electronics retailers on your next trip to the shopping centre.
Car manufacturers are the latest brands to capitalise on the public’s love for interactive retail – establishing ‘concept stores’ in suburban malls and city streets in the same vein as big tech companies such as Apple and Microsoft.
One such manufacturer is Japanese brand Subaru, who initially trialed the operation in Werribee, Melbourne, as a temporary store format, but has now transitioned to a more permanent set-up with another store opened at the Northlands shopping complex.
Customers at the Subaru Experience Store can browse products, take them for a test drive, as well as organise finance and trade-in appraisals.
“We had the opportunity to trial these pop-up stores over the past year and are encouraged by their success. Driven by the positive customer response and number of sales – more than 500 vehicles sold since its introduction – we are committed to offer this new kind of Subaru buying experience in other markets,” Subaru Australia’s Managing Director, Colin Christie, said.
Urban design and planning research company Urbis has found that these retail outlets are growing in popularity.
Urbis director Ian Shimmin said the reasons behind the trend were pretty clear, and centred around the benefits of foot traffic, and having a less intimidating environment than traditional dealerships.
But there were benefits for mall operators, who could utilise car manufacturer tenants as a way to appeal to a broader demographic of shoppers who may not be perceived to relish the prospect of a trip to the local mall.
Urbis predicts that car precincts could become a familiar component of regional Australian malls in the future.
For Subaru these ‘pop-ups’ are designed to integrate with other aspects of the sales network, including online sales and the traditional dealer network, and tap into a section of the marketplace that may not have been previously exposed to the brand.
The car maker believes that having retail space allows it to “focus on developing the relationship customers have with the brand” with a team of “Subaru Passionate” experts in-store to answer customer questions.
Subaru has opened its first permanent retail store at Northland shopping centre following the success of the pilot store at Werribee, in Melbourne. Photo: Supplied
“A combination of retail environments will ensure they remain appealing to current customers, enthusiasts and new-generation customers whilst we explore further channels to build upon the spirit of Subaru’s values,” Mr Christie said.
“We see the pop-up store as an ideal way for customers to experience the Subaru brand in different, more convenient environments, helping to increase the availability and consideration of Subaru for many people,” Subaru Australia network development manager Toby O’Bree said.
Subaru isn’t the only mainstream car manufacturer having a crack at establishing a retail presence, with French manufacturer, Renault also at it.
They’ve launched a concept store at Westfield Hornsby, in Sydney.
The brand describes the store as “an experience that combines our passion for design, innovation and motorsports”.
They too were motivated by the opportunity to broaden the awareness of the brand.
“We are delighted to be the first mainstream brand in Australia to bring a new kind of experience to consumers,” said Renault Australia managing director Justin Hocevar at the time of the store’s launch last month.
On the more niche end of the scale, luxury electric car manufacturer Tesla has a series of retail stores, including its recently opened Australian flagship in Sydney’s Martin Place.
