Visitors to Toyota Singapore’s Leng Kee showroom will find it to be a rather different experience compared to before.
That’s because Toyota’s authorised distributor, Inchcape Singapore, has renovated the facility. During the re-opening on 24 August, the firm also announced the launch of an “Omnichannel” customer platform.
The company says that the new platform and physical space will help create a new “phygital” journey for customers. It aims to bring together both online and offline worlds to enhance the buying and aftersales experiences.
Apart from the widespread use of wooden surfaces and reliance on natural lighting, the refreshed flagship Toyota showroom features distinct zones. The Sienta Hybrid, for instance, indicates a zone for family vehicles, while the Harrier Hybrid indicates luxury and enjoyment.
Toyota Harrier Hybrid.
Meanwhile, the GR Garage features the GR86 and GR Supra. GR Garage celebrates the Gazoo Racing division and features accessories and merchandise.
These efforts are meant to dovetail with Inchcape’s wider efforts to move the showroom out of what was traditionally a transactional space, into one that better embodies an “experience centre”.
“Our customers’ needs and expectations are evolving. They are looking for new, more modern, and more engaging experiences,” Mr Ng Khee Siong, Interim Managing Director of Inchcape Singapore, acknowledged as he spoke on the new showroom and Omnichannel platform.
Mr Ng also said that blending the digital and physical spaces gives customers the full range of Toyota’s products and services, even while navigating the buying process “in the way that works the best for them – online or offline, or any combination of the two.”
A key part of the Omnichannel, for instance, is the Digital Experience Platform (DXP), which has a “Build and Price Configurator” that lets customers to personalise their vehicle. They can also view the financing and insurance details as well.
With these details already saved into their “My Account” profile, sales consultants will be prepared to attend to them with a personalised understanding of their selections even before they step into the showroom.
This is also when customers can see details such as physical colour plates and seat fabrics before confirming their choices.
On the aftersales front, the Toyota Always app allows for customers to book service appointments, purchase service packages, or request for quotations on body work all via their smartphone.
A new feature of the showroom that integrates this digital service is a SMART Q System which sends queue tickets to customers via automated SMS based on recognition of their number plates. Apart from reducing hassle, Inchcape says this reduces waiting times by up to 30%.
