Business 15 www.aftermarketonline.net OCTOBER 2024 If your brand doesn’t resonate or spark desire, then often it won’t even be considered in the research phase Personalise communications to reinforce the brand’s narrative, using digital tools to tailor information to consumer interests and ensure previous customer preferences and behaviours are reflected. Test drives Over 50% of consumers in the UK have just two brands under consideration by the time they arrange a test drive. It is therefore crucial that retailers offer high quality or unique experiences to underscore the brand and product positioning and stand out from the competition Vehicle configuration Use interactive tools to personalise the vehicle and integrate storytelling that highlights brand attributes. Finance options Provide transparent, flexible solutions that position the brand as customercentric. Personalisation Maintain exclusivity through personalised product specification, quotes and offers that reinforce loyalty. Purchase Deliver a seamless, premium buying experience complemented by postpurchase perks like personalised follow-ups and exclusive brand events. Customers are not just purchasing a product; they’re investing in a lifestyle and in some cases a community. Embrace omni channel campaigns, brand building The rise of EVs has made differentiation both challenging and crucial. Brands like Land Rover demonstrate the effectiveness of strong narratives and a robust digital presence. However, premium auto brands should not only focus on lower-funnel tactics but also invest in brand building to create a consistent, compelling experience that resonates at every stage of the purchase journey. This approach will help retain loyalty and attract new buyers in an increasingly competitive market. With over 20 years of experience in the automotive industry, Nick Crossley has had a career in sales, marketing, and media for both volume and luxury brands. Throughout his career, he has worked at global and regional market level, leveraging his industry knowledge to drive growth and innovation. Nick’s expertise spans various facets of the automotive sector, including strategic planning, brand management, market analysis, customer relationship management, and media strategy. He has been responsible for launching and promoting numerous high-profile models for renowned brands such as Peugeot and McLaren, ensuring their competitive positioning in the marketplace. He has a proven track record of delivering results across the automotive customer journey, and is a champion for marketing innovation and responsible advertising.
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