Parts and accessories retailer Supercheap Auto looks to have taken a leaf from Apple’s book in developing its latest store, with a little operating-theatre inspiration thrown in for good measure.
Supercheap Auto’s new Penrith Experience Centre, dubbed by the brand as a “revolutionary” exercise in the market, is intended to be just the first of a new generation of stores.
The company says it developed the Experience Centre to meet changing customer expectations, with expert help spaces, in-store workshops, a floor-to-ceiling video wall with localised content, a lounge area and, outside, a big 36sqm LED screen.
A ‘Pit Stop’ space is also on site, offering six locations throughout the store to relax – or, if you’re the partner of a slightly more enthusiastic shopper, a handy waiting area.
The centrepiece of the store is a work area with grandstand seating, allowing visitors to watch live demonstrations and vehicle work. Those that can’t find a seat, stuck at the back of a crowd, can watch via eight 84-inch roof-mounted screens.
The store has also done away with paper catalogues, replaced with mall-like interactive displays that locate requested items and then map out a path for the customer to follow.
Supercheap has also used the store as something of a gallery, designing a ‘Dream Garage’ intended to exhibit its idea of “the perfect home garage”.
There’s also 24-hour parcel pickup, a 60-minute click-and-collect promise, Tesla EV charging, nitrogen tyre inflation, windscreen chip repair and child-seat fitment demonstrations.
“Whilst the Supercheap Auto Penrith store has all the attributes of a truly national flagship, we have stayed true to the locality and have ensured there are touches of Penrith to keep our community connection alive, and to recognise our team and customers who have supported our success over 45 years,” Supercheap Auto managing director, Chris Wilesmith, said.
Supercheap Auto Penrith is located at the Penrith Homemaker Centre. The store will open on July 1 with giveaways and family-friendly activities.