The famous architect I.M. Pei once said: "Architecture is alive, although it is solidified, it can contain humanistic ideas on it." "The new Lincoln Way Experience Center is a vivid illustration of this. Imagine coming to the Lincoln Way Experience Center on a leisurely afternoon, holding a cup of fragrant hot American style, slowly walking through the Lincoln Walk of Fame in an elegant and light melody, encountering and exploring American culture, and embarking on an American luxury experience journey, at this time, you seem to be not in a car 4S shop, but in an unprecedented, different leisure social space.
Editor ・ typography ・ Ju Yishu
Lincoln Way, as the benchmark of customer experience in the industry, has conformed to the development of the times since its birth, continuously creating intelligent and digital innovative experiences, connecting online and offline without boundaries, and establishing a full-time, all-round, "always-on" customer experience. In 2021, Lincoln will accelerate the modernization of the network layout, innovate and create a new retail model that subverts the industry's tradition, with the design concept of "American luxury club", integrating the purest American luxury experience, vivid and rich integration of digital interconnection, and diversified ecological customer co-creation experience space, redefining Lincoln's future retail experience, making it a "trend vane" for architecture, experience and social networking, and helping brands build longer and warmer customer relationships and emotional links.
Fan Zhaoyi, President of Lincoln Global, spoke highly of the new Lincoln Way Experience Center: "The 'Lincoln Way' originated in China has become the differentiating advantage of the Lincoln brand in the world, helping us to create a unique customer experience brand image in the global market. With the launch of Lincoln Way 2.0, we continue to accelerate digital transformation to further enhance the customer experience and truly create a hassle-free, engaging experience for Chinese customers." I am very proud to see the new Lincoln Way Experience Center officially open, and we will continue to expand the connotation of luxury by creating world-leading products and exceptional customer experiences, marking another milestone in Lincoln Way 2.0 innovation." ”
"The creation of the new Lincoln Way Experience Center is a key step towards digitalization from product to customer experience." Mao Jingbo, president of Lincoln China, said, "We always regard our customers as family, and at the same time, we are also listening to the voices of young customers and promoting the new upgrade of Lincoln Way 2.0." The luxury, scenario, youthful, social and modern American luxury club experience is for Chinese customers. Lincoln's 'Lincoln Way', which Lincoln has always been proud of, will usher in a comprehensive iteration of intelligence and digitalization from now on! ”
The purest American luxury experience
Inspired by the "American Luxury Club", the new Lincoln Way Experience Center is an immersive American luxury concept that progresses from the inside out from the innovative spatial form to the unique spatial texture. Customers approach the building and see the light brown façade with warm lighting, giving people a warm visual feeling. When night falls, the lincoln logo-inspired breathing lights come on, bright or dark, like breathing rhythms, giving life to the building and welcoming you back like a family.
When customers truly step into the experience center, they can feel Lincoln's continuous search for innovation and breakthroughs in perseverance and heritage. The new Lincoln Way Experience Center combines aesthetics and functions in terms of functional layout, moving line design, and American cultural atmosphere creation, creating a dynamic, relaxed and flexible social space, realizing the plasticity of the space, the integration of functions, and the convenience of the experience.
First of all, Lincoln's unique sense of ceremony is indispensable, "pulling" the luxurious atmosphere in one second. After the welcome ceremony of the customer opening the door, the first thing that comes into sight is the Lincoln Water Wall. Water symbolizes wealth in Chinese culture, symbolizes beauty, and represents Lincoln's good wishes. Lincoln's hospitality and unique sense of ceremony do not end there, but also provide drinks and snacks spare, exclusive appreciation engineers accompany the car throughout the tour, there are two people accompanied by personalized test drives and hospitality bags, and finally there is a grand delivery ceremony, leaving every beautiful souvenir for customers.
In addition to the six heritage experiences, Based on the continuous upgrading of the digital intelligence of Chinese customers, Lincoln Way has created three major upgrade measures: the star model display area, the craftsman studio and the Lincoln boutique area, creating a modern customer interaction space and breaking through the infinite possibilities.
In order to allow customers to go from encounter, exploration to final integration into American culture, Lincoln creates an immersive experience journey through nine innovations, from space design to humanistic atmosphere, from hardware facilities to exclusive services, all full of American style, such as American culture experience areas, innovative digital touchpoints and flexible combination of customer exclusive spaces. Customers can taste a cup of "Lincoln special tone" in the highly stylish coffee bar, share food with three or two friends in the social dining bar, and can experience golf or watch NBA ball games in the immersive American culture theme space, or experience Hollywood film culture, listen to art lectures, etc., open up The American sports, movies, fashion, culture, technology and other experiences in an all-round way, and explore the infinite possibilities of American culture with Lincoln.
Vivid and rich integration of digital interconnection
Today, Chinese customers' demand for Zhilian technology and digital services is increasing, in order to show respect and sincerity to customers, the new Lincoln Way Experience Center has fully considered these demands at the beginning of the design, as Lin Yuxiang, chief designer of the new Lincoln Way Experience Center, said: "The new Lincoln Way American Luxury Club is a digital-driven social place. At the Lincoln Digital Brand Wall, users can learn about the past, present and future of the Lincoln brand. At the Craftsman's Studio, users can customize the Lincoln Dream Car with several other customers. From the showroom environment to digital interaction, Lincoln Way revolutionizes innovation in the automotive industry. We've completely pushed the boundaries and it's a whole new design experience. ”
The Lincoln Way Experience Center connects online and offline customer experiences to create a seamless and connected journey. Lincoln fully upgraded the brand history digital wall, customers in advance through the ONE ID in the Lincoln Mall after completing the appointment, to the store to scan the code punch card, you can see their name appears on the digital wall, feel the warm greetings from lincoln center. At the same time, customers can also choose online whether they need a cup of coffee or choose their favorite reception method. Tap the IPAD screen to experience the interaction between the triple screen and the IPAD, freely exploring the history, present and future of the Lincoln brand.
The "welcome mode" brought by the star show car is also refreshing. When customers enter the showroom, the Lincoln star models displayed on the circular platform will be gracefully rotated to face the guests, with the intelligent atmosphere light effect, greeting the guests. Not only that, customers can also control the steering of the car platform through the digital standing plate, and confidently and calmly enjoy the car in all directions.
Exclusive customization services further interpret luxury from the details. Lincoln upgraded the launch of the craftsman studio, customers can choose the model, use the IPAD projection screen for personalized configuration, with the California style, Chicago, Colorado three scenes as the background, from different perspectives of dynamic and static simulation of the vehicle elegant posture, integrated into an exclusive customized video, such as "Mr. Chen's Navigator", customers can log on to the e-commerce platform to enjoy and share this exclusive video. It is worth mentioning that all digital facility touchpoints in the showroom support OTA upgrades in content and functions, bringing customers an iterative, rich and fresh digital experience.
Diversified and ecological customer co-creation experience space
With the development of the times and the continuous rejuvenation of customer group portraits, many brands in the automotive industry continue to try new ways to play, get closer to customers, establish customer communities, and let customers really get closer to brands. In terms of customer co-creation and sharing, lincoln brand has always dared to innovate and walk in the forefront of the industry, not only creating exclusive customer co-creation projects, but also creating multi-functional living exclusive spaces and shared office areas for customers, and striving to bring customers the greatest sense of gain and value.
Treat customers like relatives, create and share with customers. Lincoln's innovative customer co-creation experience projects launched this year, including the exclusive experience of "one-day store manager" and "Lincoln moment", truly treat the owner as a "family", participate in brand building together, achieve a customer experience that exceeds expectations and enjoys American luxury, and realizes the interdependence, close fit and cooperation between the brand and the customer.
The professional and flexible personalized service team has laid a solid foundation for customers to co-create. Lincoln has continuously optimized on the basis of the classic "many-to-one" service model, and upgraded it to a model that focuses on customer self-exploration needs, creating and guiding customer needs. For example, when customers appreciate the new Lincoln Z, the exclusive social experience officer "Z Classmate", who is good at live broadcasting, will become a pet fan, explain the product to the customer in the way Gen Z likes, and interact with each other to create a unique immersive experience of Lincoln Z, which is refreshing.
Innovative co-creation space creates unlimited possibilities for the future. Based on the all-round lifestyle needs of customers, Lincoln sets up exclusive customer space, shared office area, open negotiation area, etc., so that customers are in a free, open and inclusive space, and easily realize the full needs of consumption, social interaction, leisure and work. In it, customers can personalize the function and give full play to their brains, such as holding a romantic and grand marriage proposal ceremony, carefully organizing a photography exhibition or art exhibition, or conducting a wonderful live broadcast to spend unforgettable moments in life with Lincoln. The new Lincoln Way Experience Center not only brings customers unlimited possibilities for personalized experiences, but also strives to create a win-win situation with partners to further enhance the profitability of dealers.
Lincoln New Retail 2.0 Experience
The epidemic has brought new challenges to the retail industry, and the leaders always dare to break through and create new paradigms. Only by continuously innovating from hardware to software, providing a comprehensive experience that exceeds customer expectations, and reshaping the online and offline consumption journey, can we strengthen the emotional connection with customers and achieve sustainable and high-quality development, which is the key to future success. The new Lincoln Way Experience Center has long surpassed the function and design of the automotive industry 4S store, where customers are not just buyers of goods and passive recipients of information, but comprehensive individuals who gather diverse life, emotions, and experience needs, who are explorers of the world, self-expressions, and co-creators of experiences. The new Lincoln Way Experience Center reshapes Lincoln's future retail experience through the purest American luxury experience, vivid and rich integration of digital interconnection, and diversified ecological customer co-creation experience space, providing customers with an experience that can produce a great sense of gain and value, improve customer loyalty, and will quickly achieve "breaking the circle" through word of mouth to attract more new customers.
In September this year, the first Lincoln Way Experience Center was successfully completed in Shaoxing Wanming, 5 Lincoln Way Experience Centers opened during the year, and more new showrooms will open next year, allowing more customers to enjoy the American luxury club experience that keeps pace with the times. Anning Chen, President and CEO of Ford China, said: "The 'Lincoln Way' is the way to support Lincoln's success in achieving rapid growth. Everyone is welcome to visit here and experience the pure American luxury experience that Lincoln has prepared for you. ”
Adhering to the brand proposition of "luxury has its own way", the continuous innovation of "Lincoln Way" will become an important booster for Lincoln to meet the needs of Chinese customers and develop the Chinese market. Lincoln will continue to use China's "smart" product matrix and the continuously upgraded "Lincoln Way" customer experience to show Chinese customers the new connotation of American luxury in the new era and new wave, and explore the infinite possibilities of the future.