CASE STUDY BMW HOW LAUNCHING NEW BMW MODELS AFFECTED CUSTOMER BEHAVIOUR AND RETENTION IN SHOWROOMS New product launches are critical events for both car manufacturers and dealers. They build on carefully orchestrated marketing activities ranging from TV & print, through car displays and customer events, to PPC and direct CRM marketing. Related marketing investments are substantial, and generally divided by dealers and the manufacturer. Also the potential impacts on awareness, customer retention and, ultimately, sales are significant. However, there are two common challenges: Ø? How to measure the impact of each activity? Ø? How to optimise launches and other marketing to maximise engagement, retention and sales? T oday’s in-store analytics tools enable showrooms to

Join for free to read