Volkswagen Home is a first-in-the-world boutique for the world’s largest automotive brand. Volkswagen wanted to design a place where customers felt compelled to buy through a combination of cosiness and luxury to make them feel at home. The target group was aspiring middle class and the goal was clear - but the road to get there would prove a challenge.
Volkswagen interviewed about one million customers who bought a car in the past ten years. Based on the insights from the report, Netguru team helped shape the idea for the store.
Netguru's workshops helped create a completely new buying experience - with a little touch of home, the average customer spend increased significantly.
The teams analyzed the automotive sales funnel and deconstructed it to see its fundamental parts. This is how the foundations for the 'Volkswagen Home Bible' were crafted.
We had to find a completely different way to approach clients - something they had never seen before. Research showed us that clients actually valued the service as much as the car, in some cases even more so. So we got to work resolving this challenge - how can we deliver unprecendented customer service?
The workshops resulted in designing every possible interaction with customers, from arriving at the parking lot to coffee service, and, finally, the goodbye.
Volkswagen Home opened in October 2017, without much fanfare or even an awareness campaign, as a building in front of their windows was still under construction.