Lexus Project
Future Retailconzept
By Johannes Preun, Manuel Götz & Lisa Jäger
The project was a collaboration, coupled with a design competition, between the car manufacturer Lexus and the "Hochschule für Gestaltung, Schwäbisch Gmünd". The goal of this project was to develop the retail concept of tomorrow's car dealerships. In the briefing on the part of Lexus, the tributes of today's retail concept and the core of the brand were presented. What is the company philosophy and its values? In our opinion, the most important values of Lexus are: Luxury, Omotenashi and Takumi.
In addition to these values, two statements were highly relevant during concept development: "No more boring cars" and "We want to be the alternative to the German three". In order for Lexus to offer an alternative, we developed the retail concept from scratch.
By analyzing the future development of mobility and the concepts predicted for it, we determined that the existing mobility concepts do not fit the Lexus values.
This is because, according to our definition, the value of "luxury" in the future will include owning vehicles, a certain appreciation, emotional pick-up and time with family and friends, as well as time for oneself. The analysis of statements from buyers of Lexus cars confirmed this. Customers who want to and can afford to buy a Lexus car, want to continue to own it in the future. They want to experience the car for themselves, be valued and be the focus of the process.
Based on this, we have rethought the concept of cardealership. For this purpose, the values of Lexus are consistently transported through every touchpoint and the customer comes into contact with them from the very beginning.
With this project we were able to win the third place in the Lexus design competition.
How does the entire system work?
There are two types of potential buyers for a Lexus car. Existing Lexus drivers who are thinking about buying a new car and customers who have not yet come into contact with the Lexus brand. For both, the process is largely the same.
In advance, new customers are made aware of Lexus.
In advance, new customers are made aware of Lexus.
Lexus driver
Customers who already own a Lexus do not need to be made aware of the brand. These customers need to be retained through a good service tailored to them. Should they decide to purchase a new Lexus, they will receive the same service and purchase process as new customers.
Customers who already own a Lexus do not need to be made aware of the brand. These customers need to be retained through a good service tailored to them. Should they decide to purchase a new Lexus, they will receive the same service and purchase process as new customers.
Competitor driver
New customers are made aware of the Lexus brand through promotion in social media. Once they are interested in Lexus, this is determined by an algorithm. They now receive an invitation to a special event tailored especially to them. Lexus wants to suprise these potential new customers by inviting them to go on a surprise drive and given the opportunity to go to an Intersect (Lexus' restaurant). Here they get to know Lexus in great detail and if they decide to buy, they can experience the Test in Peace and the Cube.
New customers are made aware of the Lexus brand through promotion in social media. Once they are interested in Lexus, this is determined by an algorithm. They now receive an invitation to a special event tailored especially to them. Lexus wants to suprise these potential new customers by inviting them to go on a surprise drive and given the opportunity to go to an Intersect (Lexus' restaurant). Here they get to know Lexus in great detail and if they decide to buy, they can experience the Test in Peace and the Cube.
Surprise Drive
The surprise drive is a strategy to acquire potential customers at events which are suitable for Lexus. Lexus invites the potential customers by paying all the costs so that they have the opportunity to attend a certain event event and they can take the opportunity to drive or be driven there by a Lexus. The customer receives the information via a direct message in Instagram. This can be done because on Instagram it is possible to send a message to anyone without a friendship invitation.
This drive will end in an event at the Intersect, there the customer should come into contact with it, If he is not familiar with the Lexus brand yet. The Surprise Drive can be the first contact with Lexus, but that isn’t a requirement. The customer may also have been in the Intersect before. At this aspect of the concept the customer has the possibility to get closer to the values of Lexus and gets the first contact with a luxury car.
Data
The data is collected via cookies and social media from the customer, similar to personalized advertising. By using Google and Instagram you can find out your customers location.
The data is collected via cookies and social media from the customer, similar to personalized advertising. By using Google and Instagram you can find out your customers location.
Notification
The customer gets a message on his smartphone that he can make a surprise drive. This message should also be conveyed in a charming way. The customer can agree or disagree with the trip. In addition, he has the option of moving the trip to another day so that he can perceive it if he has no time.
The customer gets a message on his smartphone that he can make a surprise drive. This message should also be conveyed in a charming way. The customer can agree or disagree with the trip. In addition, he has the option of moving the trip to another day so that he can perceive it if he has no time.
Duration
The length of the trip depends on where the customer is located.
The length of the trip depends on where the customer is located.
Intersect
In the entire European Lexus infrastructure, Intersects and client service centers replace the car dealerships. Therefore the best located car dealerships will be changed into Intersects. The remaining dealerships are perfect for client service. The Intersect is a ideal way to familiarize the customer with the values and DNA of Lexus. The daily business of the Intersect is not only the gastronomy, but also the sale of Lexus accessories. Furthermore events such as concerts, vernissages, fashion shows etc. take place. The customers are obligated to buy a ticket for those events. During their stay the customers have the opportunity to admire individual vehicles which are exhibited in the Intersect. The customers have the chance to get the first contact with the vehicle either during the surprise drive, or by getting in contact with the brand Lexus through social media or an event.
Membership
You can become a Lexus Family Member by buying and owning a Lexus, which also gives you certain advantages in the Intersect.
You can become a Lexus Family Member by buying and owning a Lexus, which also gives you certain advantages in the Intersect.
Attention event
The events are advertised via social media. This is done through personalized advertising. Naturally there also is word-of-mouth recommendation.
The events are advertised via social media. This is done through personalized advertising. Naturally there also is word-of-mouth recommendation.
Density
The catchment area of the Intersects lies just at 150km. For the placement the best located dealerships will be changed into an Intersect.
The catchment area of the Intersects lies just at 150km. For the placement the best located dealerships will be changed into an Intersect.
Configuration
The configuration can be done in two ways. The customer can do it at home either carry it out from wherever he is via AR on his smart device or at an Intersect in a special privat AR room. During the configuration, the customer selects a background in which he sees his car. This subtly captures which test drive is perfect for the customer and where he envisions the Cube. Subtle information such as this forms the framework for the test drive.
Additional data Cube
In addition, data can be collected by linking to cookies and Instagram, etc.. In the Intersect this can be done by a cleverly conducted conversation.
In addition, data can be collected by linking to cookies and Instagram, etc.. In the Intersect this can be done by a cleverly conducted conversation.
Unique selling point
The ability to visualize vehicles vehicles in different sceneries and surfaces over virtual reality with information capture running in the background.
The ability to visualize vehicles vehicles in different sceneries and surfaces over virtual reality with information capture running in the background.
Test in Peace
The car arrives at the customers home three hours before the appointment in the Cube. During this time the customer has the possibility to test the vehicle. Since the car comes from a pool and can only be adapted to the customer‘s wishes to a certain extent, he can choose from individual adjustments visually represented by AR glasses (which are available in the Toyota Group) or feel the surfaces by smart gloves.
The whole testing is performed without the pressure from a customer consultant in the back. Questions about the vehicle are answered via "Hey Lexus" by means of a language assistant. This information is transported to an employee in the Cube, with the purpose of using this information later on in the customer meeting. After testing, the customer drives the Lexus to the Cube.
City apartment testing
Customers who live in the city usually have an improper parking space for viewing the car. So the Lexus will be delivered to a location of their choice.
Customers who live in the city usually have an improper parking space for viewing the car. So the Lexus will be delivered to a location of their choice.
Test Drive
The length of the drive depends on the distance. However, it should not be longer than 45 to 60 minutes. The way to the Cube is a quite nice way which is adapted to the preferences of the Customer. The length of the way back should not be longer than 30 to 45 minutes.
The length of the drive depends on the distance. However, it should not be longer than 45 to 60 minutes. The way to the Cube is a quite nice way which is adapted to the preferences of the Customer. The length of the way back should not be longer than 30 to 45 minutes.
Cube
The Cube is a specifically positioned Showroom which is designed for brining a purchase intention to a conclusion.
The Cube is an „empty“ box, which as well as the test drive is adapted and matched to the individual customer requirements and preferences. Equally to the location of the Cube and the test drive, the materials, smells, equipment, sound and everything else within the Cube is exactly adjusted to the customer's needs. It’s a perfect Showroom to transport the values of Lexus to the customer. The customer is the centre of attention and everything that takes place is happening completely in omotenashi style. After buying the car the customer will be invited to a special evening in the Intersect.
The Cube is an „empty“ box, which as well as the test drive is adapted and matched to the individual customer requirements and preferences. Equally to the location of the Cube and the test drive, the materials, smells, equipment, sound and everything else within the Cube is exactly adjusted to the customer's needs. It’s a perfect Showroom to transport the values of Lexus to the customer. The customer is the centre of attention and everything that takes place is happening completely in omotenashi style. After buying the car the customer will be invited to a special evening in the Intersect.
A customer who is already on the hook, but who is undecided still gets the chance to visit the Cube or the Intersect again. Those customers will be not invited and the price which is paid for the food in the Intersect will be credited to the price at the end of the purchase, if the customer buys the car later on.
Happening
The customer drives with his configured Lexus his favourite route (based on the created persona with the corresponding assigned route) to the Cube. As soon as the customer has arrived at the cube, he or she is welcomed by a salesperson and the Lexus is parked inside the Cube. The interior of the Cube is adapted precisely to the
The customer drives with his configured Lexus his favourite route (based on the created persona with the corresponding assigned route) to the Cube. As soon as the customer has arrived at the cube, he or she is welcomed by a salesperson and the Lexus is parked inside the Cube. The interior of the Cube is adapted precisely to the
interests and preferences of the customer in order to create a WOW effect for the customer. The salesman can let the frosted glass pane change into transparent on the customers request. This creates another WOW moment for the customer when he gets the car presented beautifully draped with an extravagant background.The salesman has also the option to show different equipment for the Lexus, so that the customer can take a closer look at the materials.
Special Salesman
The salesman in the Cube is a psychologically trained one, who has especially learned to satisfie the needs and wishes of the customer.
The salesman in the Cube is a psychologically trained one, who has especially learned to satisfie the needs and wishes of the customer.
Location
As already mentioned before the Cubes are positioned in special places such as in the forest, at lakes, on the coast or in the mountains and so forth. There are endless possibilities.
As already mentioned before the Cubes are positioned in special places such as in the forest, at lakes, on the coast or in the mountains and so forth. There are endless possibilities.
Search for information
The information for the perfect location is calculated by an artificial intelligence. Based on customer data, such as: visited events, app usage, the choice of configurations, the Instagram feed, etc.
The information for the perfect location is calculated by an artificial intelligence. Based on customer data, such as: visited events, app usage, the choice of configurations, the Instagram feed, etc.
Client service structure
The client service structure is the secret behind the whole Lexus purchase system.
It includes the storage areas where vehicles and cubes are stored and prepared, so that they can be used for the Test in Peace. A large pool of vehicles is necessary to ensure a consistent service.
The client service structure areas are installed on already existing areas of Lexus Dealerships. This is a cost-effective way to ensure sufficient coverage.
It includes the storage areas where vehicles and cubes are stored and prepared, so that they can be used for the Test in Peace. A large pool of vehicles is necessary to ensure a consistent service.
The client service structure areas are installed on already existing areas of Lexus Dealerships. This is a cost-effective way to ensure sufficient coverage.
Density
The client service areas should have a similar frequency as the Intersects.
A good logistic positioning has to be considered, so that the vehicles can reach the potential customers as soon as possible.
The client service areas should have a similar frequency as the Intersects.
A good logistic positioning has to be considered, so that the vehicles can reach the potential customers as soon as possible.
Repair service
As soon as a car needs to be serviced or inspected, the customer will receice a replacement car. The maintenance and repair takes place in the workshops at the logistic places.
As soon as a car needs to be serviced or inspected, the customer will receice a replacement car. The maintenance and repair takes place in the workshops at the logistic places.
Delivery of the car
During the manufacturing process of the car the buyer has the possibility to see his car in production in fast motion videos. This increases the transparency of the process and the customer has the chance to establish a real relationship to his future car while waiting. Due to these actions the customer satisfaction is kept on high level.
During the manufacturing process of the car the buyer has the possibility to see his car in production in fast motion videos. This increases the transparency of the process and the customer has the chance to establish a real relationship to his future car while waiting. Due to these actions the customer satisfaction is kept on high level.
Picking up the car, the customer gets a high quality book, in which the individual manufacturing process of the car is documented. This finally rounds off this special, detailed, individual and luxurious customer service.
