When SEAT opened a retail store at intu Lakeside Shopping Centre, it represented a new way of buying and selling its cars. But it needed to create awareness and drive sales – which is where we came in. We have recently been appointed by SEAT UK, in collaboration with Group 1 Automotive, as its integrated marketing agency to support its first ever European retail store.
The 150m² store within one of the UK’s largest shopping centres, which attracts around 26 million annual customers, opened last September. It features three internally displayed vehicles and an additional outdoor area with a further 16 models which customers can test drive.
We will be working with SEAT UK to deliver a multi-channel acquisition campaign, targeting people in and around the intu Lakeside area to increase footfall to the store. The campaign will include a Sky AdSmart campaign, paid social activities and a range of tactical events to tempt people into the SEAT Store, experience the concept of “car shopping” and, ultimately, purchase their new car. We will also be responsible for developing a constantly refreshed suite of video for the store’s digital display screens, aimed at promoting SEAT offers and benefits.
SEAT UK National Retail Stores Manager, John Hillier, said: “Our team was impressed with JJ’s response to our brief. They not only demonstrated outstanding creative thinking but also delivered a solid, results-focused activity plan which clearly mapped out how they would support our key objectives for the store. That approach, along with their in-depth experience in both the automotive and retail sectors, has given us real confidence that our relationship with JJ will be a long and successful one which helps us meet and exceed our sales targets.”
Fergus Cable-Alexander, our Client Director, said: “SEAT Store Lakeside represents the future direction of the industry where automotive retailers are developing new and innovative means of accessing their customers. We are delighted to be supporting them and believe that our approach will help ensure their first European retail store is a major success.”