How do you support franchised retailer staff in maintaining brand standards?


The Volkswagen Retail Concept, now in its second major revision, has revolutionised the way that the company sells cars, bringing a retail approach to the business of vehicle purchasing.

However, the new design concept is only half the equation. In addition to a beautifully designed space, you also need local staff to understand the process of retail sales and use the showroom space in the way it’s intended. Integrity are employed by Volkswagen to engage the retailer in a carefully developed programme to engender ownership of retail standards and ensure a great customer experience at every car showroom.

We engage the retailer in a process of site visits to implement the new furniture and brand elements. Then, six weeks after the conversion is complete, we undertake a training visit to engage the wider team and to see how standards are being maintained. We deliver presentations and engagement sessions with the staff at each retailer to engender a team approach to maintaining standards.

When staff are familiar with their environment they can lose sight of what customers’ perceptions will be. So we conduct walk-arounds both outside and inside the showroom, training staff to see what customers see and understand what a great brand experience looks like.

We then produce a photo-document of specific actions and follow this up with ongoing telephone liaison to improve standards still further.

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