Maruti Suzuki Service
Maruti Suzuki is the largest selling automobile company in India. As being India’s highest selling automobile company, they also provide service to these vehicles. When the vehicles comes in for servicing they face technological bottleneck at these service centres, due to which a lot of congestion is created. Other troubles which the current service centres face are lack in productivity and efficiency while serving a car. A Service centre measures the productivity by seeing the number of cars serviced in one day in a single bay. Everyday results were showed that the productivity wasn’t increasing due to which customers were being unhappy with the time for servicing the vehicle and lacking efficiency.
Higgs Boson and Co have come out with the solution to these problems. First thing that will be done is complete rebranding of Maruti Suzuki Service. It will be based on the values of productivity and efficiency, which is what Maruti Suzuki as a brand focuses to achieve.
Moving ahead, the issue of technological bottleneck will be resolved, due to which congestion shall die down. Lastly the productivity and efficiency of these service centres need to be strengthened, which would enable Maruti Suzuki Service to satisfy the customers.
Maruti Suzuki Studio
The concept of this idea is to bring a multipurpose studio inside Maruti Suzuki’s factory. This project is quite beautiful and challenging. The space is being created with the purpose of using it for various function. It can be used to shoot an advertisement for their vehicles, or hold a workshop on how to service a car or use it as a meeting or conference room. Furthermore, they want to use this place to record the podcasts and broadcasts of the chairman of the company, Maruti Suzuki.
Higgs Boson and Co is collaborating with Cisco on this project. As the name suggests, it’s a studio, for that the lightning and acoustic of the place needs to perfect. The challenge is to convert a small conventional place into a multipurpose studio. The design needs to be modular and adaptable as the size of the studio may be vary from place to place. Lights and acoustic needs to be designed keeping in mind the multiple functions of the studio and should cater to all purposes.
Maruti Suzuki was on a transformation journey, the new Maruti Suzuki Arena Channel brings a complete transformation across all aspects of the new car buying experience. Be it showroom infrastructure, human resources, customer journey within the showroom, digitally equipped processes and systems for a seamless customer connect or skilled manpower in Dealerships to enhance productivity, at Maruti Suzuki Arena everything is inspired by the new age Indian. Higgs Boson & Co were behind this astounding transformation, as they accounted in the key element required for representation of brand, i.e quality of the Dealership’s infrastructure. The motivation behind this transformation was to enhance customer’s brand experience.
While designing the concept, Higgs Boson & Co. conducted intensive research of the brand and market. The findings of which suggested that the design concept needs to be a fusion of
global trends in commercial spaces. It is of utmost importance to include lifestyle spaces that focus on using digital tools to acquire and experience real-time information about the
products. This will help in simplifying the selection process of desired products for the customer, while simultaneously creating a database for future reference. The design team at
Higgs Boson & Co identified the customer traits and expectations which combined to provide us with the supply chain. The channel values are delivered through products, content, and
experience. It is more important to address customer expectations through a friendly demeanor and confidence, which helps in creating a refreshing first impression and a lasting
The identification of customer traits and expectations combine to supply channel values. The channel values are delivered through products, content, and experience.
The customers are broadly divided into two types-
Thus, it is more important to address customer expectations through a friendly demeanour and confidence, which helps in creating a refreshing first impression and a lasting relation.
An exciting showroom is the one that lets the customer experience the thrill of the Maruti Suzuki brand in a dynamic and pleasant setting. Therefore, Higgs Boson & Co’s design team
came up with a new channel concept based on ‘Dynamism’.
The concept redefines the way of “Enjoying car life” by providing a wide range of product lineup that is inclusive, vibrant, trendy, social, modern, and affordable.
Thus, the concept represents various touchpoints during customer journey. In the Arena Channel philosophy “Enjoying car life” means – The enjoyment of:
The purpose behind following this philosophy is to upgrade the existing channel which will allow the customer to feel/ experience at various touch points. Those are cars, dealers, digital
media, professional staff etc being involved in the customer journey.
Higgs Boson & Co design team decided to come up with resolutions for the above problems which existed in the dealerships across India. The whole brand was revamped which even
included the tiniest of details. The resolutions were:
The design concept for Maruti Suzuki Arena was proposed keeping in mind the brand values. Higgs Boson & Co design team’s aim was to provide an everlasting experience to customers
entering the dealership and aspired to make the customers connect with the brand values by creating a space which showcased those values in their design. MS Arena design concept
implemented the brand values in their design which are dynamism that could be seen in the product, content and experience which could be felt when one entered the store. As MS
Arena is a premium dealership that is designed keeping in mind what’s trendy and vibrant in the market. Additionally, reliable service is provided by MS Arena that helps in building trust
among customers for future assistances and information provided by the sales people is trustworthy.
Higgs Boson & Co designed the Maruti Suzuki Arena space by apportioning it in six zones,
Powered by an interactive screen, the customization zone helps the customer experience “Do it Yourself” concept in personalizing their car. The zone lets the customer explore car colors and accessories, extensively. The display unit features three levels of display boxes. It also has storage space at the bottom for additional variants of accessories on display. Category signage are installed at the top of the module. Off white, the color in sync with the overall color scheme of the showroom, is the predominant color used in the display unit.
Higgs Boson and Co. developed detailed manuals for Retail design along with standardised construction practices for Maruti Suzuki Arena. These Retail Design Manual provides the user guidelines for a standardised showroom design. It elaborates details of space planning and materiality, along with parameters to regulate construction work on site. As the respective site conditions of the showrooms are different, standardisation gives the customers a sense of familiarity and confidence in the brand.