This document provides an outline for future dealership ideas for Honda. It includes the following sections: 1) Existing retail journey which looks at why some customers don't like dealerships and feeling pressure; 2) Ever wondered which asks if it's the smell, color scheme, or feeling of pressure that prevents customers; 3) What if the dealership was fun, inspiring and allowed independent exploration; 4) Retail outline strategy proposes a bright, colorful and inspiring environment to connect customers' dreams to the brand; 5) Customer journey map; and 6) Sketches of proposed interactive product displays and information points. The goal is to create a non-pressured experience that informs and inspires customers.

1. Honda
Future dealership ideas

2. Contents
1. Existing retail journey
2. Ever wondered?
3. What if?
4. Retail outline strategy
5. Customer journey
6. Sketches
Below is a brief outline of the contents of this document

3. Photos of current instore communications
Existing retail
journey

4. Is it the smell?
The colour scheme?
No......... the reason some people don’t like coming in is they don’t
like being approached
They feel under pressure
Why not remove some of the pressure?
Is it the smell?
The colour scheme?
No......... the reason some people don’t like coming in is they don’t
like being approached
They feel under pressssuurrree
Why nnnooottt rreeemmmovvveee sssooomme ooofff the ppprrreeessssssuuuree??
Ever wondered why
some people don’t
like coming into car
dealerships?
Source: Sensory Space car purchase research 2010

5. What if….
It was fun and
inspiring at the
dealership?
You could
explore Honda
all by yourself?
The dealership
was full of
information and
entertainment

6. The Power of Dreams
Retail outline strategy
The proposition
Where our dreams connect with your dreams
Retail experience Implications
Look and Feel Tone of Voice Environment
Bright & Colourful,
Clarity of
Communications
Warm and human
Anything is possible, inspiring
headlines and language delivered
with a quiet relaxed confidence
Fun, inspiring Highly interactive
Informative & entertaining

7. Windows and signage
External communications
Showroom front
Staff
Information points
In-store communication
Vehicles
Staff
2D & 3D communications
Information points
Vehicles
Staff
2D & 3D communications
Fixtures (as stop & hold)
Information points
Vehicles
Pricing & promotions
I want to feel comfortable
To feel like this is the
brand for me
Where to find different
vehicles?
How do I find information?
To feel like this brand
understands me
To feel inspired
Help me choose the right
vehicle but don’t hassle me
Inform & Inspire me
To be confident of my
decisions
To know the next steps
To have the information that
I have learnt in-store
To feel appreciated
Clear brand livery
Visually stimulating forecourt
Frontage
Clean and sparkling
Clear static graphic
highlighting
product categories and
different zones
Brand and category
Communication highlighting
real human benefits
Engaging and interactive Zones
- Specific by vehicle
- Brand level
Literature & print-outs
2D & 3D communications
Reinforcing the inspiring
Environment
Specific details of
Pricing, promotions, vehicles
and what happens next
Touchpoints
Customer
Needs
Brand
Response
(excluding staff
training)
Customer journey
1
Attract
2 3 4
Navigate Stop & Hold Close

8. Honda
Sketched
ideas

12. Colour Chip Table.

13. Showcard & Alloy Wheel Stand.

14. Car Feature Podium Stand.

15. Feature Podium.

16. Lightbox Demo Podium & Leaflet dispenser.

17. Freestanding Shelving unit.