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    Alignment of Designs: Brand Authenticity: An Example

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    Ashima Gaur
    The document discusses GM's 1995 goal to create a distinctive retail experience for Buick customers to expand its customer base and margins. Researchers observed current dealership experiences and found customers desired a sense of belonging, recognition, and comfort. GM then redesigned Buick dealerships to align with this brand positioning through elements like a bell tower symbolizing community, a park-like setting, and comfortable showroom settings. These changes led to sales increases of 9-40% at the six test dealerships.

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    Alignment of Designs: Brand Authenticity: An Example

    Uploaded by

    Ashima Gaur
    12 views12 pages
    The document discusses GM's 1995 goal to create a distinctive retail experience for Buick customers to expand its customer base and margins. Researchers observed current dealership experiences and found customers desired a sense of belonging, recognition, and comfort. GM then redesigned Buick dealerships to align with this brand positioning through elements like a bell tower symbolizing community, a park-like setting, and comfortable showroom settings. These changes led to sales increases of 9-40% at the six test dealerships.

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    The document discusses GM's 1995 goal to create a distinctive retail experience for Buick customers to expand its customer base and margins. Researchers observed current dealership experiences and found customers desired a sense of belonging, recognition, and comfort. GM then redesigned Buick dealerships to align with this brand positioning through elements like a bell tower symbolizing community, a park-like setting, and comfortable showroom settings. These changes led to sales increases of 9-40% at the six test dealerships.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    12 views12 pages

    Alignment of Designs: Brand Authenticity: An Example

    Uploaded by

    Ashima Gaur
    The document discusses GM's 1995 goal to create a distinctive retail experience for Buick customers to expand its customer base and margins. Researchers observed current dealership experiences and found customers desired a sense of belonging, recognition, and comfort. GM then redesigned Buick dealerships to align with this brand positioning through elements like a bell tower symbolizing community, a park-like setting, and comfortable showroom settings. These changes led to sales increases of 9-40% at the six test dealerships.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 12

    Alignment of Designs:

    Brand Authenticity
    An Example
    Business Issue

    • 1995, GM

    • Problem: Buick – Expand customer base


    and sustain margin
    Buick Flagship Experience
    GOAL:TO CREATE
    • A HIGHLY DISTINCTIVE
    • “SINGLE POINT” RETAIL CUSTOMER EXPERIENCE
    STRATEGY,
    • Where Only BUICK Cars Were Sold (not Oldsmobile or
    Chevy or any other GM Brand)
    First phase
    • Field trips to various dealerships

    • Videotaped observations of customers


    • Using stationary cameras
    • Pinhole cameras embedded in a task force member’s necktie and wristwatch

    • In-depth customer interviews


    • See and feel the car buying experience
    • OBJECTIVE :
    To define the most influential and differentiating
    emotional outcome of the Buick experience

    • Finding:
    A sense of belonging
    recognition as valued individuals
    comfort
    Larry Hice, GM of the Buick GM

    “ Managing experiences is brand positioning at its


    ABSOLUTE PINNACLE, because brand is so much
    more than just the metal that sits on the
    showroom floor.
    It’s about how you DISPLAY that piece of metal,
    how you TREAT person when they walk in the
    front door. When those things are ALIGNED with
    the brand it is powerful”.
    To achieve this
    Buick, GM
    A Carillon bell tower
    • Universal symbol for community and welcome

    • Sense of belonging

    • 24 hr computer housed on the ground floor of the tower , to access


    • Community information
    • Buick product information
    Parklike setting on dealership grounds

    • Complete with smell of freshly cut grass


    and
    • the sound of chirping birds

    To reinforce comfort and recognition


    A uniformed greeter
    • To recognize customers when possible,

    • Patrolled the winding brick drive-up customers

    • Directed customers to the desired area of the dealership


    Showroom
    • Comfortable :living-room settings, overstuffed chairs

    • Unobtrusive process: salesmen entered the showroom


    only when a customer pages

    • Silent Paging system; so that customers didn’t have to


    hear the page

    • Community room: book community and group


    meetings and events
    Other behaviour and
    cues
    To give customers a sense of ‘Recognition’ and ‘Belonging’

    Results
    Implemented at six dealers

    9-40 percent increase in gross sales

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