The new customer touchpoints for automotive brands are now located in department stores. They are emerging as places where customers can purchase cars without the need to go out of their way. At the forefront of this shift is Volvo.
On the 21st, I visited the Starfield Suwon, where Kolon Automotive’s Volvo Korea showroom is located. Upon exiting the first exit of Hwaseo Station while taking the train to Suwon, Starfield Suwon is right there. Officially opened on January 26, the Starfield Suwon features Volvo, Audi, and Renault sharing the first floor.
Amid the luxury bags and fashion, a white Volvo grabs the attention of passersby. At the entrance on the first floor of the shopping mall, the Volvo can be seen through the left display window. Following the staff’s guidance, I entered the showroom.
The showroom is designed with a Swedish aesthetic, resembling a living room, and warmly welcomes visitors with a variety of signature Volvo models. There are also Volvo-related merchandise for sale on one side of the showroom, tempting visitors to open their wallets.
Since opening, the Volvo Suwon showroom has struggled with a high influx of customers. Branch manager Jang Ho-young stated, “On average, 200 to 300 teams visit daily, and nearly 600 teams come on weekends, keeping us extremely busy.” He added, “To ensure safety, we only allow a maximum of 7 teams inside the showroom at a time and have implemented a waiting number system to send entry notifications to customers’ phones.” The goal is to limit the number of simultaneous visitors to ensure a pleasant viewing and consultation experience.
Additionally, the showroom features a staff member known as the Wizard, who provides product explanations. Dressed casually and equipped with a tablet, these employees make it easy for customers to understand the vehicle information as they explore purchasing options. During my visit, a couple was attentively listening to the Wizard’s explanation. Once the vehicle description was completed, consultations began for customers interested in making a purchase.
What motivates customers to visit a showroom situated within a shopping mall? Branch manager Jang explained, “The accessibility of a shopping mall showroom is a major draw.” Customers no longer have to venture out to distant imported car districts to view vehicles. Furthermore, Jang noted, “Thanks to this unique showroom system and the convenience of public transport, customers come not just from Suwon but from neighboring areas like Yongin, Ansan, and even Bucheon.”
Lee Sang-jin daedusj@autodiary.kr