Reinventing the Way Consumers Shop for Used Cars
With stress and an untrustworthy perception of the industry on the rise, Sonic recognized the need to revolutionize the pre-owned auto industry. They turned to WD to find ways to redesign the buying experience through detailed customer research, design to match and plans to scale country-wide. As a strategic partner, we didn't just execute a store, we helped EchoPark grow their brand with consistency and scale in mind.
- Shopper Research & Insights •
- Marketing Communications •
- Environments Design •
- Visual Merchandising •
- Design Documentation •
- Kit-of-Parts Guidelines •
- In-Store Digital Engagement •
- VR/AR/MR Experiences •
- Stylistic Renderings •
- Color Elevations •
- 3D Animations •
- Motion Graphics •
- Interactive Applications •
- Architecture & Design •
- Project Management •
- On-Site Management •
Understanding Their Pain Points
We conducted extensive customer research to understand the customer mindset and identify pain points along the buying journey. The research included:
- customer insights
- secret shopper learnings
- retail trends
The learnings gathered helped pave a path for a strategy based around meeting guests' needs. Pairing experience touch points that meets guest needs at each step keeps the experience friendly, informed and enjoyable, resulting in increased customer trust and long term relationships with Sonic.
Seamless Digital and Design
The contemporary colors, couches and open feel bolsters welcoming conversation and encourages dialogue about the buyers' needs. The digital strategy includes well informed sales staff armed with tablets and other tools that help them pinpoint customer needs, enabling them to assist consumers anywhere on the premises.
The technology is seamless with the environment and encourages customers to shop at their own pace, improving the experience and building trust.
Built for Ease and Scale
WD program managers worked with other project partners to open the first store in November 2014 in Denver in just 18 months. WD also produced comprehensive design details and guidelines. This playbooks help us for future store development, which has allowed for reduced development time, streamlined brand standards and maintenance facilities to efficiently adapt to site specific requirements.
In the News
- Charlotte-based Sonic Automotive sees boom in EchoPark sales
Charlotte Business Journal
- Sonic Automotive, Inc. Reports Record Results
- 11 Retail Innovations
- An Inside Look At Sonic Automotive's First Strictly Pre-Owned Dealership, EchoPark
- Analyst's story on Sonic experience
- “Sonic Automotive's bold shift to the future”
Charlotte Business Journal