Travel & Transport
Vehicle OEMs, hotel and hospitality brands and travel destination marketers have increasingly overlapping goals and needs. They all must win on experience, compete on value and efficiently explore new revenue streams and models. Our deep experience across transport and travel verticals positions us to bring unique value to each and all.
These are intense and dizzying times for folks who make cars, motorcycles and other vehicles, for the dealers who sell them and for everyone else in the business of getting us from point A to point B. Amid this swirl, it can help to stay focused on two basic areas of opportunity:
It starts with tuning into the cultural, lifestyle and shopping signals an individual is sending and promoting the right vehicle/model to them. Next, it's about demonstrating the value and desirability of that vehicle/model in ongoing, individually-relevant ways across all online and in-dealer touchpoints – all the way to purchase. Last, it's a matter of using lower funnel learnings to more intelligently inform top-of-the-funnel media buys.
If this sounds daunting and costly, it doesn't need to be. It’s possible to efficiently trial approaches and technologies that will deliver and measure the impact of personalized messages, offers and experiences up and down the sales funnel.
Continuous Experience Design Innovation
Where are the moments of greatest friction or opportunity in the prospect and customer journey? You can find them via ongoing prospect/owner interviews, ethnographic studies, journey mapping and journey analytics analysis.
The next step is to rapidly prototype, test and model new ways of doing business across existing touchpoints like configuration, test-drive, purchase, delivery or maintenance. And you can do the same for entirely new touchpoints born of new revenue models, or service offerings that may be under consideration.
Easier said than done, we know. Performing and transforming at the same and implementing the people and culture to do this type of work can be tricky. We can help you get started or compliment your existing teams.
Over the last 12 months, millenials saved the auto industry by buying more cars than expected. Now car makers need to fuel that momentum by demonstrating a commitment to innovative experience design. In this time of change, there's huge opportunity for a brand that's willing to repeatedly, intelligently and publicly experiment.
DAVE BATISTA, CHIEF EXPERIENCE OFFICER