Marketing Strategy: Delivering the Brand Experience at Retail
Kim Finnerty
The overall customer experience at auto dealerships is notoriously negative--adversarial, stressful, and time-consuming. Working with an auto manufacturer, conducted an intensive qualitative exploration among brand owners and aspiring owners to identify where the retail experience fails to represent the brand and why. Provided recommendations for environmental and process changes at the point of sale to better reflect the brand essence.
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Posted Apr 11, 2024
Employed an intensive qualitative research approach to understand how consumer experience at the dealership undermined an automobile brand's appeal.
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