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Distribution Partner Management - Retail Coordination

Client: Market leading premium automotive OEM

Challenge

Facing long term challenges for the market leadership position, the management of a brand in a mid sized Asian market decided to review its positioning. One key parameter was how to become more relevant to customers and improve customer loyalty. The other was to work better with retail outlets to ensure delivery of this customer experience.

Approach

In a series of workshops and meetings, the Management discussed key drivers in business environment and necessary future distribution objectives. A task force was set-up to detail how to best influence customer experience. All processes and activities relevant to the coordination and cooperation with the retailers were mapped together with the teams. A unified approach towards all retailer touch-points was developed counteracting the forces of the functional organizational structure.

Results
  • Future direction and positioning with increased emphasize on customer experience and execution
    with retailers
  • New cross-functional task force to drive development of customer experience
  • Simplified and integrated business processes with Retail Coordination & Steering
  • New coordination framework for developing retail activities to counteract priorities of the functional
    organizational
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