Nissan Rolls Out New Retail Signage
And Facility Design
Created By Lippincott & Margulies
Atlanta, May 15, 2002
Nissan North America, Inc. recently launched its new retail environmental redesign initiative with the opening of a prototype dealership outside Atlanta. The facilities program, developed by identity and brand strategy consulting firm Lippincott & Margulies, will deliver a consistent Nissan brand image and visual identity to retail outlets worldwide.
"The new design reflects our desire to build a powerful brand by making the consumer experience as easy and personalized as possible. We listened to our customers and sought to create an environment where they would be comfortable and at ease with the retail experience," said Mark Perry, Director, brand management and research, Nissan. "In addition, the design reflects Nissan's brand personality and will be a complementary showcase for our exciting new product line-up."
The planned changeover of signage and exteriors/interiors will be applied to all existing Nissan dealerships as well as those planned for construction over the next several years. The auto maker says the redesign is part of its overall efforts to build a more powerful brand worldwide.
The design process was preceded by an intensive research and audit phase, during which the Lippincott & Margulies team interviewed Nissan customers and dealers and assessed Nissan and competitor locations throughout the U.S. Equally important to the process was the translation of Nissan's new brand strategy into criteria that would guide the development of the dealership environment.
"Our research indicates that the retail environment plays an integral role in customer satisfaction, likelihood of transaction and repeat business," said Peter Dixon, a senior partner at Lippincott & Margulies. "With that in mind, we created a unique, Nissan-branded point of sale that enhances the experience for the customer while improving dealership operations," he added.
To facilitate successful brand integration, Lippincott & Margulies used Customer Experience Mapping (CEM SM), a proprietary method that enables the firm to identify the factors that affect a customer's retail experience and then ensure that the brand attributes are expressed at each of these critical touch points. Site layouts, building architecture, interior design, signs, fixtures and furniture were all designed based on the brand criteria developed through the CEM process.
The design of the elements was integrated through an environmental interpretation of Nissan's own product design language, in close cooperation with Nissan's vehicle designers. The metallic finishes, open and transparent showrooms, customer-friendly wood finishes and secondary colors were direct physical extensions of the new global brand personality of Nissan.
Visitors will encounter bold, innovative signage, a welcoming entrance and distinctive architecture reflecting the design language in new Nissan vehicles. Customers will appreciate the easy-to-navigate layout and amenities like children's playrooms, business lounges and retail shops. Dealers will benefit from the integrated sales and service departments, greater cross-selling opportunities and, ultimately, increased profitability.
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