Retail Experience Strategy
A "Big Three" US automobile manufacturer was looking for insights into its customers' retail experience in order to develop a channel strategy for its North American operations.
SDG designed and led a creative process for defining the retail experience. This included gaining research-based insights about how to gain customer consideration and loyalty through specific purchase and ownership experiences. Our role included creating experience designs, coaching multiple client brand teams, orchestrating exhaustive customer research, and integrating the work of functional experts from various marketing disciplines.
SDG then helped define a "strategy" for the customer's retail experience and developed a channel strategy for North American operations, including location and configuration of vehicle dealerships and the necessary implementation and change management plans.
