Auto Dealership

Overview

An established multi-location auto dealership was experiencing market share declines jeopardizing them as the market leader. Even with increasing efforts the dealership faced challenges to improve trends or accurately attribute the cause.

Insights Lab was engaged to uncover roots causes for decline by identifying most profitable customer groups, illuminating competitive differentiators, uncovering purchase motivators & barriers, and quantifying the customer journey & experience.

Approach

Customer Analytics and Segmentation

Uncovered most profitable customers and target segments.

Focus Groups

Garnered the likability and differentiation for a new brand positioning and creative strategy.

Mobile Shop-Alongs

Identified opportunities in the customer journey and in-dealership experience.

Online Community

Leveraged to map the customer journey.

Survey

Quantified key buying factors, customer journey, and purchase motivators and barriers.

Results

Pinpointed most profitable segments to build brand, messaging, and geo targeting strategies driving customer growth.

Informed and validated a brand campaign delivering higher ad likability and breakthrough.

Identified opportunities in the customer journey enhancing customer experience and media placement.

Defined key differentiators vs. competitors utilized for brand positioning and customer experience initiatives.

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