Category Archives: AG Furniture

Architecture Guidelines / Furniture

Furniture
Introduction

The Audi experience is a customer-centric experience, designed to be welcoming to guests and flexible for dealers. A series of furniture groupings have been designed to provide a consistent brand experience for all Audi facilities while adding comfort and flexibility to the dealership environment.

Modern Retail Landscape

As the landscape of retail changes rapidly, Audi dealerships must adapt to stay at the forefront of the market. To position Audi as an industry leader, this guide integrates strategies for Modern Retail with a wide range of furniture options to create welcoming and adaptable interiors.

 

The Audi experience is more than just the experience of the vehicle; it is the experience of the process. Understanding how clients and potential clients engage in the sales process is key to a successful furniture design strategy.

The Relationship Sales strategy puts emphasis on the customer experience, providing sales points that allow ABS to offer customers comfortable environments for sales interactions ranging from casual to formal. For more information, see Modern Retail [ LINK ].

 

A Modern Retail approach to the Audi environment embodies the PHD (physical, human, and digital) through use of contemporary furniture, Relationship Sales strategies, and digital tools to provide a cohesive brand identity with consistent recognition across all dealerships.

Customer Experience
How one navigates and experiences the physical retail environment directly impacts their brand perception.

Atmosphere

The atmosphere of an Audi dealership should be high end and premium. This is created by a combination of strategies including lighting, finishes, wall graphics, and furniture.
– See Lighting Guidelines
– See Finish Guidelines
– See Wall Graphic Guidelines

1.0 Furniture Strategy

1.1 Sales Points
1.2 Sales Area
1.3 After Sales
1.4 Reception
1.1 Sales Points

A sales point is a furniture grouping that is a customizable point of consultation or point of sale. It is a space for an individualized sales experience with a sales associate — unlike waiting lounges or customer cafe tables, a sales point is intended to be used by a sales associate with a single party. Dealers should choose sales points based on the experience they want to offer, considering both the character and the experiential factors of each sales point.

1.1.1 Character

There are two types of sales points: Relational and Transactional.

Relational (Informal)

A relational sales point prioritizes the customer’s experience and comfort. These sales points tend to be more informal and offer more variety of furniture types. The sales associate is easily able to share information and digital media with a customer through side-by-side seating arrangements.

Transactional (Formal)

The traditional approach to sales is from across a desk. This method of selling vehicles sets up a formal relationship between the sales associate on one side of a desk and the customer(s) on the other.

1.1.2 Experiential Factors

There are three main experiential factors to take into account for a successful sales floor layout. The appropriate combination of sales points will make customers feel more at ease during a transaction.

Purpose

Each sales point is determined by one goal: Sales. This main objective can be pursued through different strategies, which often involve negotiating, showing, and discussing. Some furniture groupings are more suited than others for these particular purposes. All furniture groupings can accommodate digital sales with optional TV. Consider how different sales points can assist an a sales associate in securing a sale.

Size

Customers arrive in various numbers and may require different amounts of seating. Some sales points easily accommodate individual customers or couples, while others are more appropriate for families or larger groups.

Quality

Not all customers want the same sales experience, therefore it is advantageous to provide some variety of sales point environments in your sales area. Consider a mix of casual and formal sales points. The Audi-approved selection of sales point furniture groupings can achieve varying degrees of privacy. Consider age, level of formality, degrees of privacy, and degrees of transparency.

1.2 Sales Area

The sales area is the open floor space composed of points of sale (sales points) and customer waiting areas. The furniture selection and layout can affect the customer’s perception of the dealership and the brand; therefore, a sales strategy should first be chosen when designing the dealership sales area.

Audi-compliant furniture is required in the sales area and any other customer-facing space (i.e. spaces that are accessible or visible to customers). These guidelines do not apply to back-of-house spaces and staff-only areas. In such areas, any functional high quality furniture is acceptable.

1.2.1 Sales Strategy

There are two types of sales area strategies: Non-Dedicated and Dedicated.

Non-Dedicated

  • This is a customer-focused strategy.
  • This strategy uses flexible sales points in the sales area, where each sales point can be used by any sales associate.
  • A non-dedicated sales strategy allows ABS to select appropriate and comfortable sales point settings to meet their customer’s preferences and demographic.
  • Dealer should provide a back-of-house Sales Workspace for sales associates and their personal items.
  • Due to the shared nature of sales points, a non-dedicated Sales Area will often need fewer overall sales points on the sales floor.

Dedicated

  • This is an associate-focused strategy.
  • This strategy provides a dedicated desk for each sales associate on the sales floor.
  • Every customer is taken to an associate’s personal desk to continue transactions.
  • Flexible, non-dedicated, sales points may be added above-and-beyond the minimum required dedicated ABS points.

A combination of relational and transactional sales points work within both Non-Dedicated and Dedicated sales floor strategies:

Dedicated Strategy with ABS sales desks that are transactional and digital sales points that are relational.

Non-Dedicated Strategy with a mixture of formal and informal digital sales points.

Dedicated Strategy with ABS sales desks that are transactional and alcove sales points that are relational.

1.2.2 Relationship to Vehicle Display

The sales area should be considered in relation to the vehicle display. Proximity between these spaces is important. There are three possible relationships between the sales area and vehicles on display.

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Distinct
The showroom and customer sales area are distinct spaces, but in close proximity. Specific interior finishes such as contrasting floor tile, and ceiling heights are used to differentiate the two spaces.

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Distinct Guidelines
The distinct showroom is designated by a dark grey (anthracite) floor tile. Sales points are located in the sales area, designated by a wood-grain floor tile. Use area rugs under non-desk sales points.

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Semi-Distinct
The showroom and sales area generally remain distinct spaces, but sales points are allowed to migrate onto the showroom floor. This creates a stronger relationship between the customer and the product (i.e. vehicle).

This can be a design strategy or a future growth strategy.

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Semi-Distinct Guidelines
Only non-desk sales points may be located on the showroom floor.

All sales points on the showroom floor must be on an area rug.

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Mixed
The showroom and sales area are merged and become one-in- the-same. Vehicle display, sales points, and customer waiting areas are interspersed. This creates a stronger relationship between the customer and the product (i.e. vehicle).

The vehicle presentation area is no longer reserved exclusively for vehicles but combines activities to improve customer experience, increase buying incentive, and provide a more tangible brand expression.

This strategy would utilize a single
floor tile throughout.

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Mixed Guidelines
A single, continuous floor tile is to be used. Non-desk sales points should be placed on an area rug.

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1.2.3 Customer Waiting & Cafe

Customer waiting areas, which include lounges and cafe seating, are intended for multiple parties to relax while waiting on service or on an associate. Individual seats paired with a TV are excellent for this type of furniture grouping. Accessories, such as coffee tables, occasional tables, pillows, and lighting fixtures help to make these enjoyable places for a customer to wait.

See Furniture Group: Customer Waiting (CW)
1.3 After Sales

After Sales supports Audi owners after a vehicle purchase with maintenance, service repairs, and genuine Audi parts and accessories. It is the most frequented area for first point of contact. Therefore this area is a large opportunity for a dealership to build customer loyalty. After Sales should not be an afterthought — it should provide an equivalent customer experience to the showroom and sales areas.

1.3.1 Service Reception

The main After Sales area is referred to as service reception. It includes the service drive and service writers area. The service writers are the first point of contact for customers arriving via the drive — they are typically located just inside of the glass wall of the drive and are adjacent to the sales area.

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Three Types of Service Writer Points

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Stand-Up Desk

These workstations include a stool for the service associate, while customers approach and stand at a bar-height surface.

See Furniture Group:
After Sales (AFS)

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Three Types of Service Writer Points

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Sit-Down Desk

These service writer workstations include a chair for the customer. They should be oriented so that the service associate is facing the entrance and the drive.

They typically require the most space of the service writer workstation options.

See Furniture Group:
After Sales (AFS)

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Three Types of Service Writer Points

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Greeter Podium

A greeter podium(s) may be used in addition to, or in lieu of, service writers desks and may be located inside or out on the Service Drive.

Instead of requiring a customer to approach the service writer at a desk, this furniture strategy encourages the service writers to greet customers as they pull into the drive.

See Furniture Group:
After Sales (AFS)

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Service Manager's Office
The service manager’s office should be located nearby the service writers with visibility of the drive, and if possible, of the workshop.

As a customer-facing office, the service manager’s office is fully glazed, yet enclosed for more private discussions.

See Furniture Group:
Desk

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Service Lounge
By creating a convenient, comfortable and premium environment for customers, After Sales areas become a place to capture new sales. This is an optional furniture grouping.

Consider adding wall graphics, and providing a small, intimate lounge area just off of service reception for one-on-one conversations with a service associate.

See Furniture Group:
Customer Waiting (CW)

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1.3.2 Boutique

The Audi boutique area offers opportunities to build brand loyalty by providing a “store within a store”. It includes the retail parts counter and merchandise display for genuine Audi parts and Audi lifestyle collections.

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Retail Parts & Cashier Counters
These counters are built-in millwork pieces, provided by Audi’s furniture vendor. They provide a desk surface for the employee and a counter height bar for a customer. These counters are built to meet ADA requirements.

See Furniture Group:
After Sales (AFS)

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Retail Parts & Cashier Counters

See Furniture Group:
After Sales (AFS)

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Merchandise Display
A variety of merchandise display pieces are available including: wall mounted displays, double-sided free-standing displays, wheel displays, locakable glass cases, and pamphlet stands.

See Furniture Group:
After Sales (AFS)

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Merchandise Display
Ideally, boutique display is located near the retail parts counter and customer waiting areas (lounge or cafe), to provide visibility to both sales and service customers.

See Furniture Group:
After Sales (AFS)
Customer Waiting (CW)

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Merchandise Display
Lifestyle items integrated into a customer waiting lounge. This is an optional furniture grouping.

See Furniture Group:
After Sales (AFS)
Customer Waiting (CW)

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1.4 Reception Points
A strong dealership design creates a clear path for customers from their arrival directly to a sales or service associate.
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Points of Entry
Customers arrive to the dealership through one of two main points of entry:
1. Sales entrance
2. Service drive (i.e. service reception)

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Reception Desk at Sales Entrance
A reception desk, located near the sales entrance, is the first point of contact for customers arriving through the showroom. It should be easily visible so that customers receive immediate assistance and access to an employee to begin their sales experience.

See Furniture Group:
Reception (REC)

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Reception Desk at Sales Entrance

See Furniture Group:
Reception (REC)

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Reception at Service Drive
The service reception is the first point of contact for customers arriving via the drive. Often, the service drive is the busiest entrance of an Audi dealership.

Service writer desks typically serve as the reception point for customers arriving via the service drive.

See Furniture Group:
After Sales (AFS)
For Service Reception guidelines see:
After Sales Guidelines

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Reception at Service Drive

See Furniture Group:
After Sales (AFS)
For Service Reception guidelines see:
After Sales Guidelines

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Reception Desk between Sales and Service
A reception desk, located between the sales area and the service reception area, can more easily assist both types of customers. It should be easily visible from either entrance.

See Furniture Group:
Reception (REC)

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Greeter Podium at Sales Entrance
A greeter podium may be used in addition to a reception desk, or in lieu of it. Often, when a reception desk is located in a more central position between sales and service, a greeter podium will be placed near the sales entrance.

See Furniture Group:
Reception (REC)

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Reception Desk between Sales and Service
A large wall graphic helps to make this a noticeable point.

See Furniture Group:
Reception (REC)

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2.0 Furniture Groupings

Furniture groupings organize furniture pieces by character (transactional, relational) and experiential factors (purpose, size, quality). Provided below are diagrams of the essential components of each furniture grouping and additional accessories as well as photos of similar installations.

2.1 Reception (REC)

Reception furniture can be used in numerous locations and be of different scales depending on dealer needs.

See also Reception Guidelines.

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Reception Desk at Sales Entry
Includes required brand wall (interior rings) and rear credenza.

Communication bar is pictured adjacent.

Furniture Group:
REC-D

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Reception Desk between Sales and Service Entries
Includes required brand wall (interior rings) and an accent wall graphic.

Furniture Group:
REC-D

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Custom L-shaped Reception Desk at Sales Entry
Includes required brand wall (interior rings) and rear credenza and is paired with communication bar.

Furniture Group:
REC-D

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Greeter Podium at Sales Entry
This can be used at either sales or service entries.

Furniture Piece:
D9

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Desk, REC-D

Greeter, D9

2.2 Consult (C)

Consult furniture is used for required ABS sales points and can be used in offices. Different scales and types of furniture pieces can be selected depending on Dealer needs. See also Sales Point Guidelines.

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Living Room Sales Point
Components pictured include TV (required) on a freestanding slat wall, a modular sofa, dynamic chair, accent pouf, side table, and laptop table on an area rug.

Furniture Group:
C-LR

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Living Room Sales Point
Components pictured include TV (required) on a freestanding slat wall, highback sofa, dynamic chair, accent pouf, side table, laptop table, and floor planters on and area rug.

Furniture Group:
C-LR

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Dynamic Lounge Sales Point
Components pictured include dynamic chair, dynamic table, storage credenza, and planter on an area rug.

Furniture Group:
C-DL

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Alcove Sales Point
Components pictured include a pair of highback sofas and a coffee table.

Furniture Group:
C-A

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Alcove Sales Point
Components pictured include two pairs of highback sofas with coffee table.

Furniture Group:
C-A

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Desk Sales Point
Components pictured include sales desk, task chair, customer chairs, and storage credenza.

Furniture Group:
C-D

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Desk Sales Point
Relational sales desk group: Components pictured include bar-height table and stools paired with a TV mounted on a freestanding slat wall.

Traditional sales desk group: Components pictured include desk, task chair, customer chairs, and storage credenza along the Audi spine wall (an acoustic partition divider).

Furniture Group:
C-D

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Desk Sales Point in Office
Components pictured include sales desk, task chair, customer chairs, and storage credenza.

Furniture Group:
C-D

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Table — Rectilinear C-T

Fully furnished sales point

Minimum components

Table – Round, C-TR

Fully furnished sales point

Minimum components

Living Room, C-LR

Fully furnished sales point

Minimum components

Dynamic Lounge, C-DL

Fully furnished sales point

Minimum components

Alcove, C-A

Fully furnished sales point

Minimum components

Communication Bar, CW-B

Fully furnished sales point

Minimum components

Desk, C-D

Minimum components

Alternative display credenza

Alternative storage credenza

Alternative F&I credenza

Alternative office layout

2.3 Customer Waiting (CW)

Customer Waiting furniture includes waiting lounges, communication bars, and cafe furniture. These pieces provide customers with comfortable places to rest while waiting on service. See also Customer Lounge & Cafe Guidelines.

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Customer Cafe
Items pictured include cafe tables and chairs and a self-serve cafe counter.

Furniture Group:
Customer Waiting (CW-C)

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Customer Cafe
Items pictured include a self-service counter with bar seating.

Furniture Group:
Customer Waiting (CW-C)

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Full-service Customer Cafe
Components pictured include cafe tables and chairs and a self- serve cafe counter and a custom staffed cafe counter.

Furniture Group:
Customer Waiting (CW-C)

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Communication Bar
Items pictured include communication bar with bar seating.

Furniture Group:
Customer Waiting (CW-CB)

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Customer Waiting Lounge
(foreground)
Customer Cafe
(background)

Components pictured include 2-seater sofas, accent chairs, freestanding slat wall with TV, coffee table and self-serve cafe counter.

Furniture Groups:
Customer Waiting (CW-L)
Customer Waiting (CW-C)

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Kid’s Play Area
Components pictured include storage cabinet, and children’s stools of varying heights.

Furniture Group:
Customer Waiting (CW-P)

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Cafe, CW-C

Customer Lounge, CW-L

Play Area, CW-P

2.4 After Sales (AFS)

After Sales furniture includes service writer workstations, retail parts/cashier counters, and boutique display stands. See also After Sales Guidelines.

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Service Writer Workstations (counter)
Located in service reception area with rear storage credenzas.

Furniture Group:
After Sales (AFS-C)

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Service Writer Workstations (desk)
Located in service reception area with customer chairs and rear storage credenzas.

Furniture Group:
After Sales (AFS-D)

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Greeter Podium
Located in service drive.

Furniture Group:
After Sales (D9)

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Boutique Display
Located near vehicle display and customer cafe.

Components pictured include freestanding slat panels and wheel display.

Furniture Groups:
Customer Waiting (CW-C)
Boutique Display

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Merchandise/Boutique Display
Components pictured include wall-mounted slat panels, freestanding slat panels, glass display vitrines (various heights), wheel display, and literature display shelving.

Furniture Group:
Boutique Display

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Customer Lounge with Boutique Display
Components pictured include wall-mounted slat walls, glass display vitrine, floor planter, club chairs, and coffee table.

Furniture Groups:
Customer Waiting (CW-L)
Boutique Display

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Wall-mounted Slat Panels
Finished MDF panels used for displaying merchandise. These are offered with a variety of accessories including glass shelves, glass display boxes, hooks, and straight arm rods.

Furniture Group:
Boutique Display

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Retail Parts Counter
Custom-sized built-in millwork. Provides desk surface for the employee and a standing counter for the customer. Counters include ADA compatible surfaces.

Furniture Piece:
C4

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Standing Workstation, AFS-C

Sitting Workstation, AFS-D

Greeter Podium, D9

Boutique Display

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