The new retail

The New Retail

January 10, 2011

Who owns the customer?

Brand Trade

Brand Trade

Intermediary

Multi-brand Dealers Are Powerful

Auto Portals Stealing Power

How do consumers buy?

Think&about&buying&a&car&

Get&Promoted&

Applies&for&Loan;&Plans&finances&

Loan&gets&approved&

Bad&reviews&about&failed&

model&

Friends&mentions&expensive&upkeep;&decides&to&think&over&finances&

Goes&for&test&drive&&&

Bad&Press&around&faulty&

gear&box&

Decided&to&wait&

Company&refutes&charges;&new&model&coming&up&

New&&IMPROVED&

model&launched&

Goes&for&2nd&test&drive&

BUYS&THE&CAR!!!!&

Integrated, Always-on Communication

Do consumers need car showrooms?

Brands are all about experiences

Experiences get amplified

Future Of Retail

Summary

Multi brand retail tends to own the customer

Comparison sites play that role in auto sector

Marketing needs to build ladders & remove snakes

Create awesome experiences in the showroom

Integrate the online-offline experience

www.MarketingUnplugged.in

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