Renault is pursuing excellence in its relationship with customers by rethinking the whole customer experience – before, during and after a purchase. The aim is to offer customers a seamless experience from the Internet to the physical retail network. This ambitious global program – named C@RE inside the company – includes all the Sales & Marketing business lines involved in customer experience. Delivering on a new customer promise, C@RE will be rolled out across Renault’s global network between now and end-2016.

The C@RE program is focused on customers and their behavior and expectations in terms of sales and after-sales service. It was developed in response to two main findings:

• Customers demand increasingly high standards, often based on their experience in other retail sectors,
• The widespread use of digital media in all areas of life is changing behavior and expectations all over the world. A total of 94% of customers browse the Internet before coming in to a dealership.

A seamless, integrated customer experience

To satisfy these new expectations, Renault has set up a smooth, continuous link between digital interfaces and the physical retail network. Called C@RE (for Customer Approved Renault Experience) internally, this integrated program incorporates the three key moments in the purchase experience: conquest, conversion and loyalty. The program offers customers:

• Easy-to-access information about the brand and products online, on www.renault.com, on the www.renault.country sites, and on social networks,
• A richer, interactive, innovative customer experience at dealerships, where the quality of the relationship with sales assistants and service advisors is a priority,
• Loyalty offers tailored to their profiles and vehicles.

C@RE offers customers a seamless experience where there are no boundaries between the virtual and real worlds. Customers can now move from one phase to another without losing information or contact. This saves time and simplifies the relationship between customers and the brand. Customers no longer have to explain what they are looking for to a new person each time.

The C@RE program consists of 40 projects. The most visible projects for customers are the 3D configurator, the My Renault customer personal space portal, the Renault Stores, behavioral training for technicians and sales staff, the Customer Promise, touch tablets, and Pit Stop Servicing.

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An organized, clearly laid out showroom
The Renault Stores have a clear, intuitive layout, which showcases the products and services on offer. The layout includes:

• A Renault Road that takes customers from the entrance to a welcoming area, where they can get information about the brand and its products, have a cup of coffee, and check their emails over a free WiFi connection.
• Themed areas (New, Passion, Renault Z.E. Electric Vehicle, Sports, Family, etc.), which are very visible, so customers can find their way around more easily and wander freely between the vehicles.
• An accessories area that showcases the range of accessories and promotes seasonal offers: e.g. snow chains in winter, or bike racks in summer,
• A delivery area that makes the handover a special moment, because buying a new car is an important experience for customers.

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