Issue Fall 2011

Peugeot 107 - Big Value For a Small Car

Typically automobiles are parked in a lot outside, or maybe even inside a garage, but at one of Israel’s most celebrated malls in Tel Aviv, a few can be found in the mall itself.

In order to demonstrate just how compact their cars are, Peugeot created a storefront inside the mall to showcase the functionality of the Peugeot 107. The store itself only sells one car, the 107, which includes four models of the automobile inside a relatively small retail space. Various colors of the compact vehicle are available for potential customers to experience and touch.

The Interactive Store

Interactivity is a large part of the store concept, those browsing get to experience not only the vehicles themselves, but also interactive touch screens that are installed at two locations to help engage the customer in a way that entertains, but also informs in an unobtrusive way.

The Peugeot store in Tel Aviv is fun, with vibrant colors that play well against an all-white resin covered backdrop that enhances the many-colored light that fills the space. Along with colored vehicles, there is also an eight-screen YCD|MuVi Wall™ that displays Peugeot brand content, developed in collaboration with YCD’s creative team to enhance brand recognition and enrich the customer experience.

“We installed digital media in our concept store in order to create a dynamic atmosphere, a unique customer experience and to be able to update our customers with different messages in real time,” said Claudia Fine, Managing Director of Lubinski, the official dealer of Peugeot. “The YCD solution was a perfect fit to our requirements and today we can communicate with our customers in a creative and innovative way.”

YCD|MuVi Wall Technology

Two additional vertical screens were installed back-to-back in the front window. Facing out onto the main floor of the mall, this screen registers the amount of Peugeot 107’s sold to date. The counter is updated in real-time through the use of the centrally managed YCD|Platform and serves as a great method for grabbing the attention of the curious shopper.

The integration of digital signage and digital marketing into the traditional space is apparent and the Peugeot 107 store is the perfect representation of innovative ways retailers, even car dealers, are able to market their product to consumers. Not to be overlooked is also the fact that the success of the project hinges on the marriage of all these components into one seamless system. Sound marketing, viable creative strategy and the right technology are all essential in creating the perfect environment for the right solution.

View Some of YCD's Automotive Solutions