Redrow launches refreshed brand

19th April 2021

- The housebuilder’s new look and investment in technology aims to create a seamless customer journey

- Launch of rebranded and paperless Customer Experience Suites

Leading housebuilder Redrow has announced the launch of its new branding, alongside its rebranded and paperless sales centres, which have been transformed into Customer Experience Suites. These steps will further enhance engagement with customers at all stages of their home buying journey.

Redrow is believed to be the first housebuilder to remove paper from sales centres, combining the knowledge and expertise of its sales consultants with industry-leading technology.

Although this work began before the Covid-19 pandemic, the changing trends in homeownership that have taken place since then fit perfectly with Redrow’s heritage product and better way to live philosophy. The new brand capitalises on this by focusing on its ‘a better way to live’ purpose, with homes that are better by design, better places and better experiences for customers.

What’s changed?

- Digital-first approach to the Customer Experience Suites, including interactive screens and site-plans, supporting the paperless sales environment

- Dedicated spaces for existing customers to meet with their customer service contacts

- A new logo and geometric pattern, inspired by the Arts & Crafts movement, which will help to create a cleaner and simpler look

- Redrow’s ‘a better way to live’ brand purpose will be at the forefront of all marketing materials, to build a strong, consistent tone of voice that resonates with potential buyers

These changes will ensure the Redrow style and messaging is instantly recognisable. The new logo will be initially rolled out across digital channels and will be incorporated into the new-format physical sites in the coming months, three of which have already launched in Redrow’s South Wales and East Midlands divisions.

 

Customer Experience Suites 

The new Customer Experience Suites will transform interaction with customers, right from their first visit to the site, all the way through to post-completion. Key features of the new suites include digital welcome banners, which can personalise messaging for individual customers depending on appointment type, and digital screens throughout, all of which can be updated remotely to ensure consistent messaging across all outlets. There will also be interactive site plans and iPads, where customers can view choices and upgrades, and even complete their reservation online.

Redrow’s new digital-first approach will also allow the customer journey to become completely paperless, further strengthening the housebuilder’s sustainability credentials. The first three sites have already launched, with plans to roll out the new format across all sites going forward.

The launch of the new Customer Experience Suites come at no additional cost compared with the previous format.

Matt Grayson, Group Customer & Marketing Director, commented:

“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. 

“Through innovation and quality digital assets, we can better showcase the lifestyle benefits of our homes focused on placemaking, community, and sustainability, which will help bring our development vision to life, and a sense of belonging to buyers.”

Redrow is at the forefront of the industry’s innovation and digital advancements. It was the first to launch an online reservation service which allows buyers to legally complete the reservation of their new home online. Since then, Redrow has seen huge demand for this service to date, and now almost all (99%) of reservations are made through Redrow’s online system which remains unique.

Most recently Redrow has also extended MyRedrow to include a new Homeowner Support area so customers can quickly and easily troubleshoot concerns within their home or report any issues covered by the warranty.