Interim Updates

4. Modern Retail

Modern Retail

We’re proud to introduce Audi Modern Retail.
Modern Retail seeks to make Audi customer-centric by giving customers what they need, when and how they need it. Our core values are clear; we must provide personal and positive customer experiences that build trust, save time, and generate incremental profit for you as dealers*.

Retail Today: Modern Retail mirrors the changing retail landscape.
We provide Audi dealers with a set of strategies and processes to increase dealer profitability* and customer satisfaction*.

Flexible and Responsive: Meeting the needs of each and every dealership.
The Audi Omni-Channel Modern Retail experience meets customers’ expectations for a digitally-enabled seamless retail experience. We equip dealers with the right processes and digital tools – along with curated, flexible, scalable solutions to empower Audi Brand Specialists.

Curated Design: Space planning and furniture configurations.
The AoA Furniture program supports Modern Retail by creating an interior environment designed to engage customers and dealers in end-to-end sales, service, and re-purchase interactions. Curated space planning and furniture configurations help increase sales*.


The three main components of the Modern Retail program are known as P/H/D.

Physical Environment

How does a dealership’s interior space change the dealer and customer experience?

Human Interaction

How do dealer personnel adjust processes when customers engage online or in store, to make sure they receive a personalized and positive experience?

Digital Technology

How do we provide a modern, digital experience and seamlessly transition between the digital and physical environment?


Physical Environment
Modern Retail is here today. The scalability of the Audi Modern Retail program allows dealers to be flexible when choosing how to implement for profitability*. The interior spaces of Audi dealerships directly influence the dealer personnel and customer experience.

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Human Interaction
The process reflected in the Audi Modern Retail program ensures a personal and positive experience. Relational selling enables a customer to have a comfortable, transparent, purchase experience. Purpose-driven sales points cater to both dealer personnel and customers by eliminating the barrier of a desk and screen between customer and salesperson.

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Digital Technology
The Audi Omni-Channel Modern Retail experience allows customers to begin the purchase or service process online, and seamlessly transition to a digitially-enabled in-store experience. Sales points are supported digitally, promoting a transparent customer-driven buying experience from beginning to end.

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“The thing that surprised us the most was the dramatic increase in front end gross profit and a dramatic increase in back end gross profit. My philosophy has always been that I want to be three years ahead not three years behind and this was a great opportunity for us to do that.”

—Greg Sexton, GM, Audi Ontario

1.0 Benefits

1.1 Dealers and Customers Benefit with Modern Retail

Modern Retail benefits both dealers and customers through increased profit* opportunities and improved customer engagement.

Flexibility and Support

The AoA Furniture program is scalable, and specific to each retail location. Audi Modern Retail gives dealers flexibility while staying true to the brand.