Supercheap Auto


Automotive retailer Supercheap Auto will launch an innovative flagship store in Penrith, NSW this weekend.

The customer experience centre features new services, digital experiences and unique design features to meet the changing needs of customers.

It will add to the retailer’s portfolio of 320 stores nationwide and will act as a pilot for its next generation of stores.

An outdoor LED screen welcomes customers on arrival, offering information and advice to visitors. Inside, a floor-to-ceiling video wall provides localised content that responds to customers’ movements on entry.

Supercheap Auto

Grandstand style seating lets customers watch live demonstrations on a centre stage, which is big enough to fit a vehicle.

In true stadium style the stage area also features LED screens hanging from the roof, enabling customers to watch and learn from over 700 videos.

The new centre was designed to serve as an informative and practical hub as well as an experiential one, Supercheap Auto managing director Chris Wilesmith said.

“Customer service and advice will be key in this store and to that end we have introduced the ‘guru concept’, which will see gurus with specialist product knowledge available to customers throughout the store.

“There are also two car clinic advice bars, which will allow customers to find the best solution to their automotive problems.”

An interactive map on a large screen will help customers locate products they are looking for in-store, while digital selection guides have replaced paper catalogues. The retailer said these will ensure a faster and more accurate way to locate the right item.

Along with all the interactivity and tech, the store also features product displays that showcase solutions and provide inspiration, showing customers how they can use certain products.

For example the ‘dream garage’ area that is set up to show what the perfect home garage could look like.

Supercheap Auto

“It’s so much more than just an Auto store,” said Wilesmith. “Our customers deserve more and we are changing the way we engage with them.”

A modern experience store wouldn’t be complete without a space to relax. Supercheap has gone with the ‘Pit Stop’ café-style lounge area where customers can browse the online store at six dedicated stations.

Other features include a 24-hour parcel collection service; a 60-minute click and collect program; Tesla electric vehicle charging; a fulltime service concierge; and nitrogen tyre inflation.


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