Damien Field & Ana Ramirez Aguirrezabala
Transcript of Damien Field & Ana Ramirez Aguirrezabala
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Engaging New Style Consumers & Creating Buying Journeys That
Match Their Expectations
Ana Ramirez, Jaguar Land RoverDamien Field, MM-Eye
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The new style automotive consumer
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Source: Frost & Sullivan, IBM, Google
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Would they prefer to buy and own a car
from Apple?
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What would they think of the current
automotive customer
experience?
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But there’s something special about cars,
right?
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What do current premium automotive
owners around the world say about the
journey?
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Are Tesla showing us the road to the
future?
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Some ways in which Jaguar Land Rover are responding…
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JLR Experience
Land Rover Experience
‘Capability in
Action’
Jaguar Experience
‘Excite the
Senses’
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Handover Facility
Luxury handover facility at the Solihull factory, opened January 2013
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New Retail Environment
The Old The New
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Digital
By 2020, the customer will
manage 85% of the
relationship with an
enterprise without
interacting with a human
Gartner
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Ask 100 automotive marketers to describe
the customer journey…
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Briefs clients should be writing… and
solutions agencies should be providing