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*.
P/H/D
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.

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.

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.

“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
1.1 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.
Transparency and Profit*
Profitability dynamics for dealers change when customers experience a transparent and engaging sales and service process. A simplified and efficient path gives customers the desired insight they need to make an informed purchase, saves time, and mirrors what customers want resulting in greater dealer profitability*.
Customer-Centric Experience
Omni-Channel and co-viewing experiences allow customers to self-direct throughout the sales process. Modern Retail matches the sales and service process to customers’ expectation of digitally-driven experiences in retail today.
“To see the success stories of the pilot dealerships and to speak with the general managers and hear about the failures and then successes is both motivational and a clear pathway that this can actually work. We have to start listening more and more and mirroring the experience to what clients are expecting in the rest of their digital world.”

Dealers
- Modern Retail positively impacts every profit center of an Audi dealership*.
- The dealer environment supports sales and service process, giving dealer personnel options and tools throughout.
- Dealer processes and preferences are reflected in design and furniture implementation.
- Digital tools and streamlined process maximize dealer personnel’s time with customer.
- Focus customer attention through sales process via next-level sales approach and space planning.

Customers
- Modern Retail empowers your staff to focus on customer needs.
- Customers appreciate simplicity and are willing to pay more for it.
- Move customers seamlessly throughout flexible space.
- Provide transparency throughout the customer experience, digitally and in person.
- Save customers time during the decision-making and purchase process.
The ‘P’ in P/H/D
2.1 The physical environment of an Audi dealership supports Modern Retail and the Omni-Channel Buying Experience.
The dealership interior and furniture groupings reinforce a customer-centric buying experience at every step — by inviting customers into spaces designed for maximum flexibility, comfort, and transparency.
2.1.1 Audi Omni-Channel Buying Experience

1
Online Research and Deal Structure

2
Check In

3
Needs Assessment

4
F&I Products
Credit Application
Terms

5
Finalize Purchase

6
Service Introduction

7
Takes Delivery
Audi Brand Specialists are the primary point of contact. The physical environment engages and aligns with the Audi Omni-Channel Buying Experience.
Flexible sales points enhance
the experience by providing customers with options and ease. Seamless, uninterrupted interaction between dealer personnel and customers throughout sales process builds trust. The customers sense of control and equal footing enables the sales process and increases profitability*.
Modern Retail allows dealerships to create spaces that work best for dealer personnel. The right balance of transactional and relational sales points allow customers to choose levels of privacy, comfort, and space — and seamlessly connect to the Omni-Channel Modern Retail experience.
“The new sales process was so easy and there was no pressure at all. Everything was displayed nice and big on the TV for us to see. Zach was awesome to work with and felt more like a guide than a sales person. I will definitely be back!”
2.2 Relationship Sales Enabled by Design
Purpose-driven design provides sales points that can support showing, discussing, and negotiating. Flexibility in the physical environment and sales points responds to customer needs and supports dealers. This variety of sales points allow dealer personnel to pivot depending on customer demographic, comfort-level, and preference.
2.2.1 Sales Points
(1/5) Sales Point: Living Room
Description: A relational sales point that pairs a modular sofa and dynamic (swivel) chair(s) with a freestanding TV display to create an informal space for easy-to-share information and digital media.
Purpose/Consideration: Appropriate for larger customer groups such as a family with children.

(2/5) Sales Point: Dynamic Lounge
Description: An informal relational sales point that includes three or four dynamic lounge chairs around a coffee table. TV display element is optional.
Consideration: This allows for a personal side-by-side relational sales method in a lounge setting. Appropriate for individuals or couples who appreciate an informal setting.

(3/5) Sales Point: Table (Round or Rectilinear)
Description: A semi-formal sales point that utilizes a round or rectilinear table with chairs. TV display element is optional. This allows for a side-by-side relational sales method around a worktop surface.
Consideration: Consider this sales point as an option for individuals or couples, less agile customers, or customers who desire a more traditional sales interaction.

(4/5) Sales Point: Alcove
Description: High, upholstered sofa back provides sheltered and private spaces within larger open spaces. This relational sales point is comprised of two facing sofa elements with optional TV display.
Consideration: Perfect for providing small private meeting places without the fixed infrastracture of walls. Appropriate for negotiating customer’s personal financial details.

(5/5) Sales Point: Communication Bar
Description: An informal sales point consisting of a bar-height table and bar stools. TV display element is optional.
Consideration: Appropriate for the sales floor or nearby the customer café, this sales point offers an informal meeting space that allow for side-by-side relational sales method.

2.2.2 Other Furniture Points
The right furniture configuration for every customer and sales need. Flexibility in the physical environment and sales points responds to customer needs and supports dealers. The below are not sales points, but are included to show dealers an overview of the range of available furniture configurations.
Furniture Point: Customer Waiting
Customer Waiting Lounge

Furniture Point: Customer Waiting
Customer Cafe

Furniture Point: Customer Waiting
Play Area

Furniture Point: Sales Reception
Reception Desk

Furniture Point: Sales Reception
Reception Podium

Furniture Point: Service Reception
Counter Workstation

Furniture Point: Service Reception
Desk Workstation

Furniture Point: Service Reception
Podium Workstation

Furniture Point: Retail & Boutique

—Ken, Audi Jacksonville Customer
Our business is rapidly evolving and future business success depends on all of us moving forward together. Our approach to the physical retail strategy allows for increased flexibility, dynamic showrooms, and more revenue generating square feet.
Get Started with Modern Retail
We are partnering with dealers to implement Modern Retail Experience stores now. Talk to our Area Team to begin your Modern Retail journey!
Contact
modernretail@audi.com