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SEAT drives into Lakeside with digital dealership

The move of automotive dealers into shopping centres is continuing, with the opening of a flagship showroom for Spanish car brand SEAT at Intu Lakeside. It follows Rockar stores selling Hyundai and Jaguar Land Rover models at Bluewater and Westfield shopping centres.

The SEAT store, designed by Green Room, introduces a new high-tech concept for the car brand. Extensive digital signage and touch screen technology has been developed by Saturn Visual, with interactive digital customer hubs, five video walls and four large format displays screens used. Like Rockar’s operations, the store promises a low pressure sales environment with no ‘hard sell’.

SEAT called for the feel of the Barcelona-based brand to be brought to Essex as part of the project, including an increasingly connected customer experience. The store features three cars on display, with a nearby Outdoor Experience Centre housing an additional 16 models.

Customers are able to browse car models, research finance options and book test drives via the digital hubs. The system also broadcasts ambient sounds to create a relaxing atmosphere.

SEAT UK head of customer quality and network development Matt Benns says, “The store at Intu Lakeside is an exciting world first for us. Saturn’s imaginative digital and software solutions played a key role in creating a relaxing, browsing-oriented space for our customers to discover Seat.”