SENECA HELPS ROCKAR MOVE UP THE GEARS WITH
EXCITING NEW PARTNERSHIPS
The Rockar stores have been the subject of much
interest throughout the retail world, since Rockar’s very
first store at Bluewater, Kent caused a stir by defeating
some of the biggest names in UK retail to clinch the
“Best Digital Store” award at last year’s BT Retail Week
Tech & Ecomm Awards. Some commentators have
likened the Rockar store concept to Apple stores where
customers are greeted with wall-to-wall digital content
which showcases the product, and can expect to be
served by ‘angels’ who are described as “non-selling
product experts”.
The Rockar ‘Angels’ offer advice as well as helping
customers to navigate the in-store configurators and
showing them around the fleet of six display cars,
comprising both Jaguar and Land Rover models.
Customers are then able to complete their purchase on
the accompanying website – in store or at home.
Jaguar Land Rover has launched a pioneering new
digital retail store in partnership with Seneca-backed
business Rockar. The Coventry-based car maker is
now offer ing customers t he oppor t unit y to use
t he Rockar platform to buy their car entirely online at
www.landrover.rockar.com or www.jaguar.rockar.com,
with the additional option of visiting an innovative, new
“digital” store located at Westfield Stratford, London.
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| ONSIDE WINTER 2016
The Rockar platform has already been used by
thousands of customers to purchase new Hyundai
vehicles both in-store and online since launching in
2014, and the business celebrated significant financial
backing in July 2016, when the Seneca Corporate
Finance team successfully raised £5m of growth
capital from NVM Private Equity and Maven Capital
to allow the business to continue its rapid expansion.
At the announcement of the latest tie-in with Jaguar
Land Rover, Rockar’s founder Simon Dixon explained
his strategy for success, “At Rockar, we’ve turned new
car buying on its head and created a whole new way of
buying a car. Our research has revealed that customers
in today’s digital age are looking for an easier way of
buying cars, more aligned to how they shop for their
clothes, foods and gadgets.”
According to JLR, the new service has been developed
“in response to changing demands from its customers”.
However, JLR adds that there is no need to visit the
physical store, as the website allows customers to
browse models, book test drives, specify your car,
arrange finance and trade in your current vehicle.
When asked why JLR chose Westfield Stratford as a
location, a spokesman said: “The Stratford area was
already an open point in our retail network, and there is
clearly exciting potential around the Westfield shopping
complex, so we have the right opportunity, in the right
location, at the right time, with the right partner.”
JLR boss Jeremy Hicks added: “Our retailers are
investing £1bn in the UK network and our partnership
with Rockar presents some of the incremental new,
innovative solutions that we are introducing to engage
and service our customers.”
Hyundai launched its digital car buying service in
conjunction with Rockar in November 2014, supported
by a physical site at Bluewater shopping centre in
Ke nt. Following its success, the Korean brand opened
a second Rockar-branded store in Westfield Stratford –
the same location as JLR’s new store.