Innovative showroom experiences play a vital role in attracting and securing customers. Aqualand, a leader in luxury real estate, has taken customer experience to new heights with their latest project, AURA by Aqualand. We sat down with Ann Duong, Project Marketing Manager at Aqualand, to discuss the evolution of their showroom experiences across three phases and how these innovations have reshaped the customer journey.
Let’s start with an overview of the different phases of the showroom experience for AURA by Aqualand.
Of course. The project began with our first showroom located on McLaren Street, directly across from our development. This space included a mixture of digital displays and a physical display apartment. One of the standout features was a 36sqm immersion room showcasing 3D-fly throughs of the apartments and our 6.5 & 8.5-meter LED walls which were used as windows to show the real level views from each apartment including each of the aspects, from the first residential floor to the penthouse levels. These were designed to give a realistic preview of the living experience from their new home.
Our second phase included the addition of the Display Masterplan. This phase expanded the initial concept to incorporate the strategic plans for North Sydney and a broader view of the entire development and the surrounding area. It was an important step to help customers understand the project's scale and the vision for the area.
This current third phase moved the showroom into the development at base of the building. This move was significant for our showroom as it allowed our customers to continue to engage with AURA interactively by combining visits to the display apartments within the building and the digital experience with the model and masterplan – these work together to delivery a powerful customer experience.
How did these phases aim to enhance the customer experience?
The progression through these phases elevates the customer's experience from digital simulation to reality. The digital aspects, like the Display Immersion Room, initially provided a conceptual view of living in the apartments. As we progressed, we added the Display Masterplan to give a clearer picture of the development in the context of its surroundings and future plans for the area. By the third phase, customers could step into real apartments, helping them visualise living in their new homes.
Why was it important to focus on the customer experience in this project?
Improving the customer experience is vital because it aligns directly with our brand’s identity, which is centered on luxury and innovation. By enhancing the showroom experience, we ensure that customers receive a streamlined message about the quality and lifestyle we’re offering. This not only helps to build trust with our customers but also sets us apart in the real estate market - which is highly competitive!
During these phases, did any customer feedback stand out?
Feedback has been very positive! Especially the showroom journey, clients feel this made their buying process more real and accessible. Our customers have appreciated the seamless blend of technology and physical spaces giving them a clear and comprehensive understanding of what they were purchasing.
Is there any aspect of the showroom that really stands out to you or your customers?
The addition of the Display Masterplan to our showroom has improved our customer journey and is a standout feature. This technology has been so important, as it extends beyond just showcasing individual properties to provide a full view of the future planning and telling this story amongst the surrounding area. It's been vital in helping our customers understand the larger strategic vision of the area, including the positioning of the project, transport links, and local amenities. This broader context is especially important, particularly for those not familiar with the local area, making it a key part of our customer engagement and education efforts.
Can you highlight any specific results or achievements from the AURA project?
Certainly, one of the most tangible results has been the strong sales figures – in February, we achieved $100 million in sales alone – which has undoubtedly been supported by the showroom and display apartment enhancements. The detailed and immersive experience has been instrumental in helping customers make informed decisions, which has driven commercial sales success.
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Aqualand's commitment to enhancing the showroom experience shows the importance of innovation in the property sector. As they continue to innovate and refine their approach, potential buyers can expect even more immersive and engaging experiences. This dedication not only drives sales but also sets new standards in customer engagement and satisfaction in the luxury real estate market. Read the case study to learn more about Aqualand's innovative showroom.
Ready to elevate your customer experience and drive more sales? Discover the impact of DisplaySweet’s cutting-edge technology on your real estate projects – contact sales.
Products used:
Display Presenter, CRM Integration, Display 3D, Display Touchscreen, Display TV, Display LED Wall, Display Immersion Room, Display Masterplan, Display Model Integration.
