Eview 360 has helped Kia Motors open eight "pop-up" salons in shopping-center locations across the United States, creating a Kia salon concept in less than four months to support the launch of the automaker's 2018 Stinger GT sport sedan.
Kia reached out to Detroit-based Eview 360 last August for help in creating the special salons. The car maker gave Eview responsibility for handpicking and negotiating site locations, as well as designing, implementing and manufacturing every inch of the strategically placed salons.
To meet the tight four-month deadline, Eview designed the entire prototype space in virtual reality. To save even more time, the design team sent its virtual-reality headgear equipment directly to Kia's headquarters in Irvine, California, which allowed the Kia team to "virtually" immerse itself in the salon's environment ? a move that truly captured the essence of experiential retailing. The process also allowed design changes to be made in real time, directly in front of Kia decision makers.
"Kia's Stinger experience is about minimalism, simplicity and purity of form," said Melissa Centra, Eview 360 CEO. "We built these attributes in a salon environment to offer curious customers a space to roam, gain insight and take away fresh perspectives on what the Kia brand has to offer with the Stinger GT."
In addition to a unique sales environment, each salon is equipped with Eview's DigitalB Retail Analytics Platform, which allows Kia's marketing team to capture and analyze each consumer's journey through the salon, while directly and accurately measuring key performance indicators set for the experience. Installed cameras and sensors throughout each salon measure the amount of foot traffic that passes by or enters the doors. They also analyze the locations visitors occupy within the space to hone in on decision-making moments. The system even measures demographics, speed and direction of customers to allow continuous improvement of the experience.
In addition to the physical layout and appearance of the salons, Eview's programming team developed a Stinger GT VR video game that allows players to choose their Stinger's color and race it on an Xbox located in the salon. To connect visitors to the brand, their top speed, 0-60 mph time and horsepower rating are captured and e-mailed back to them, giving them the ability to post their stats on social media and further spread awareness for the Stinger GT.
Eview also created a brand engagement center for each salon with video walls and digital signage that allows visitors to dive deeper into the product. Viewers can learn more about the vehicle's features and watch it race in different environments.
"This blending of interactive components with elements that have an emotional appeal allows visitors ? old and new to Kia ? to touch the brand and the vehicle in an inviting, interactive environment," Centra noted.
Stinger salons are now open and doing business in the following locations:
- Nov., 2017 - Montgomery Mall // Bethesda, Md.
- Nov., 2017 - Old Orchard Mall // Skokie, Ill.
- Nov., 2017- The Westchester // White Plains, N.Y.
- Dec., 2017- Valley Fair // Santa Clara, Calif.
- Jan., 2018 - Irvine Spectrum Center // Irvine, Calif.
- Jan., 2018 - The Domain // Austin, Texas
- Jan., 2018 - Mall of Georgia // Buford, Ga.
An eighth salon is scheduled to open later this spring in suburban Miami at the Aventura Mall in Aventura, Florida.
