For an automotive manufacturer, we have developed and developed an After-Sales retail format strategy for the European region.
Initial situation and objectives
- Due to changing information and purchasing behavior, there is a need to introduce new sales formats in addition to traditional retail in order to address potential customers in their living environment
- On the customer side, there is an increasing desire to experience products in a relaxed atmosphere
Approach
- Development of a new sales format in agile cooperation with an architecture and communication agency (cross-interface development of architecture, display and distribution processes, conducting regular joint workshops to develop the individual building blocks of the format, derivation of innovative and unusual implementation or application possibilities)
- Description of the interaction between classical trading and Temporary Retail Format from lead generation to follow-up, i.a. with digital elements
- Accompaniment of piloting and reintegration learnings into the concept
- Analysis of success factors in the customer approach and derivation of behavioural rules in dealing with potential customers
- Development of a new role profile of the store manager as implementation manager and for the follow-up of the service as well as the control of the local staff
- Definition of KPIs to measure the success of the implementation as well as evaluation of operator models and long-term sourcing options
Results
- Sales processes in Temporary Retail Format and their interfaces to the trade
- Guidelines for planning and implementation of Temporary Retail Formats as well as business case templates for cost calculation of implementations