European showroom strategy for Opel
Task:
In 2010, we were commissioned by the Accessory Channel of Adam Opel AG to develop a cross-European, unified and detailed showroom strategy for the optimal presentation of accessories. A solution was needed for how to present accessories in the context of the introduction of a new vehicle in the dealership.
The unified strategy and its implementation included, amongst others, the following jobs:
- Analysis of the actual situation at the dealership for single and multi-brand dealers
- Competition analysis (volume manufacturers, premium manufacturers)
Implementation:
- Written preparation of the strategy (SWOT, positioning, future performance)
- Development and design of product displays, including:
- Parts and product range planning with Business Case and sales forecast as dealer support
- Guideline for the presentation of the top 10 accessories in the shop area
- Guideline for presentation of accessories in the car showroom
- Development and implementation of a professional price display system
- Including dealer information, instructions, templates etc.
- Based on the new CI: Development and implementation of a new packaging design for accessories and parts presented in the showroom
- Development and implementation of a detailed dealer information package
Development and design of product displays
The “FlexDisplay
A versatile display that the dealer can set up and modify according to their exact needs. It was originally conceived of as a Commodity Parts Display, but then became THE universal parts and accessories display:
- The four wings allow access from all sides
- Wheels allow high mobility
- Flexible set-up with hooks, shelves or large images
Floor-mat display.
The design of a floor-mat display with material samples at the top of the display, along with a price display system
Development and design of new packaging
Redesign of all packaging and labels for parts and accessories Examples:
Development and implementation of a price display system
