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This is the presentation I made at the FADA Auto Summit New Delhi on Jan 10, 2012. I basically argue that auto retail is set to change and give pointers on the possible direction of change.
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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
