It begins with the Valet Parking offered to every visitor. "Consumer mostly visits a car showroom with his family. While the entire family gets down, one of them is left to drive and park the car in the usual scenario. At Nexa, we save this trouble," shared Sequeira. The agency trained people on how to greet consumers when they enter. It designed the area where they will sit, how they will see the
car and what drink will be served, how the relationship manager will begin the discussion, and a private space to discuss the financial things. "In our research, we found that the to and fro movement of the backend staff clutters the showroom, so we kept them away at Nexa. We designed the dresses of the staff at Nexa according to the ranks. While the theme of the dress was same, but there was a slight difference in the shades. At Nexa, no staff is allowed to be in casual. We had to manage the supply of cloth and design. It was a difficult task," shared Sequeira. Interestingly, unlike the other popular showrooms, the design team decided to keep only one car per model. "We designed the technology to show the consumer on how different color looks on the car," shared Sequeira. While technology was at the centre in designing Nexa, the design teams worked towards a paperless outlet. The idea was to provide information around the market and the car on digital platform. A Hakuhodo team from Japan helped in setting the lighting in the showrooms right. Instead of using the flat light, they focused the spotlight on the car using professional light to give a majestic look to the car. In usual situations, the car is delivered outside the showroom but at Nexa the design teams in association with Japanese Hakuhodo team, decided to do it inside the showroom as they wanted other customers to get the feel of it. "Some of the points that were discussed and raised while designing the delivery were about emissions, space, oil stains, health effect on the staff and heat measure. We installed filters that sucked Carbon Monoxide, managed the cooling systems and employed other measures to ensure that the car could be delivered inside Nexa," shared Sequeira. The teams also designed a protocol to es**rt a consumer with least inconvenience to the nearest Nexa if he lands up in a popular Maruti dealership for purchasing a car that was sold at Nexa. And finally, the theme of the outlet was kept black and white prestige monochrome. The idea was that the only spot of colour in the showroom should be the vehicles displayed in its full glory. Overall, the Nexa experience has been designed to be less intrusive, less red-tape, less paperwork than what is absolutely mandatory. It has been designed to answer customer's questions and not push information through. "We understand our customers want a seamless experience across web, call centre, showroom and service centre. He wants to be able to define how, when and where he interacts with NEXA. He is slowly rejecting a colourful 24 pager for an e-brochure and is very protective of how much information he wants to share with a brand. Today, a customer asks, 'why do you want to know my address and full history when I have come just for an enquiry?'" shares Sequeira. The Nexa prototype was created in here and the brand was very careful about not revealing on it before the launch.
