Summary

"Creating Brand Experiences. Dealers have to comply with changed Customer Behaviour"

The Internet and social networks will radically change the relationship of customers, retailers and manufacturers. OEM and salesmen lose their sovereignty in communication and information, consumers group to communities and consult each other when looking for a new car. Therefore, great opportunities for building image and customer loyalty appear. However, manufacturers need to rethink their strategy. Their core competencies are no longer information and sales, but creating emotional customer experiences.

Source: Dmoch, T. (2012a), “Creating Brand Experiences. Dealers have to comply with changed Customer Behaviour“, Kfz-Betrieb, Vol. 103, No. 21, p. 58-59.