Lotus will in future embrace a 360-degree omni-channel approach as part of its new retail strategy, incorporating the whole spectrum of customer interactions, from the traditional and physical to the modern and digital.
The most obvious example of this is the launch of a stunning new Lotus retail identity programme, now being rolled out in showrooms across the world. The first location to feature this exciting new Lotus look and feel is complete and open for business in Manama, the capital city of Bahrain, in the Middle East.
Uniquely Lotus and defiantly disruptive, the new retail identity draws directly on the brand’s design and engineering prowess to create a bold and original new showroom environment that’s sculptural and artistic in its execution.
Geoff Dowding, Executive Director, Sales and Aftersales, Lotus, said: “Launching an all-new visual identity for our retail partners is another hugely exciting step in our transformation of the Lotus brand. The inherent flexibility of what we have created will be perfect for all environments, whether they’re solus or multi-franchise, urban or out-of-town, high street or shopping mall, single or multi-storey, pop-up, seasonal or permanent.”
Trevor Weller, Director, Retail Development, Lotus, added: “The retail concept has been designed to adapt to the different markets that Lotus sells in, to reflect the cultural nuances and the different consumer behaviours. We are also working towards a digital store, which we are looking to pilot during the course of next year.”
Geoff Dowding added: “We have some stunning new products coming and this will bring a host of customers to the Lotus brand for the first time. The enhancements we’re making to our retail environment will give all our customers the best possible experience. We know that we have to do business with customers in a different way and we will over time implement a more direct transactional model.”