Redrow has launched a refreshed brand and “paperless” sales centres, in the “biggest change” to its format in more than 40 years.
The changes, which reflect the housebuilder’s investment in technology, its enhanced sustainability credentials and further engagement with customers at all stages of the buying process, include a new logo and geometric pattern which Redrow said was inspired by the Arts & Crafts movement, “which will help to create a cleaner and simpler look”.
Redrow said its new branding and direction was also based on its “better way to live” purpose. Although work on its refresh predated the Covid-19 pandemic, it added that “the changing trends in home ownership that have taken place since then fit perfectly with Redrow’s heritage product and better way to live philosophy”.
This philosophy involves creating homes “that are better by design, better places and better experiences for customers”.
Redrow’s new paperless sales centres – called Customer Experience Suites – will include interactive screens and site plans. Digital welcome banners can be used to personalise messaging for individual customers, with the ability to update screens remotely “to ensure consistent messaging across all outlets.”
Through iPads, customers can view choices and upgrades, and complete their reservation online, the housebuilder said. And with the customer journey going paperless, it added that this would boost Redrow’s sustainability profile.
With the new logo initially being rolled out across digital channels, the business has launched its new approach on three physical sites, in its South Wales and East Midlands divisions. It intends to roll out the new format to all schemes.
Matt Grayson, Redrow’s group customer and marketing director, said: “This is the biggest change to Redrow’s brand and sales outlets in over 40 years and it comes at a time when, in the wake of the pandemic, our larger family homes and open places are more desirable than ever before. Although a lot has changed, everything is rooted in our Arts & Crafts heritage, ‘a better way to live’ philosophy and 5-star customer service.
“We are also proud to be leading the way in the industry by providing customers with a seamless combination of digital and in-person experiences. Customers want the convenience of online options, but we know that high quality experiences outside the home are also incredibly valuable.
“After a year spent largely avoiding social contact, visiting exciting ‘destinations’ which sell a lifestyle, rather than just a product or service, will be highly appealing, whether that is for dining, fashion or in our case high-quality new homes.”