Automotive & Transportation

Customer-centric Automotive Retail Strategies and Innovations Along the Customer Journey in Brazil, 2018–2023

Omnichannel Presence, with a Profitable Mix of New Retail Formats, which Leverages Digital Solutions is Expected to be Central to a Successful Customer Retail Strategy
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Published: 22 Apr 2019

The automotive retail market in Brazil is at the helm of change and is currently being disrupted by a number of transformative shifts, such as newer dealership formats (pop-up stores, experience outlets, online vehicle commerce, virtual live stores), and omnichannel (online-to-offline customer journeys, digital technologies, newer vehicle financing solutions, such as vehicle subscriptions/leasing), new business models in the aftermarket, and personalized customer engagement. The customer journey is changing, and every section of this journey, from the "consider and research" phase, to the "retention" phase is witnessing innovative solutions/features/strategies. The focus is shifting toward customer-centric solutions, and building an experience/relationship with the user that is cyclic and recurring. Physical stores and offline customer journeys will continue to be central to the future automotive retail process in Brazil. However, these are being drastically affected by disruptions, thereby encouraging changes in role, function, structure, and process flows. This research service begins by presenting the top transformative trends that are set to impact the future of automotive retail and summarizing the key study findings. It moves on to define the key phases of the customer journey and details the various activities/solutions offered, and the features/technologies for each of the phases, from the OEM perspective. A deep-dive on some of the stand-out examples and benchmarks is then provided. The study covers the entire customer journey from the "Consider & Research" phase, through to "Purchase", "Experience" and "Retention". The study also presents activities and impacts of industry participants apart from the OEM that affect auto retail and customer journey. It looks at aftermarket parts, vehicle services, and used cars. It then concludes with key growth opportunities, strategic imperatives for sustained growth, and top study conclusions.



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