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Vertriebskanäle der zukunft

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Thomas Dmoch describes success factors in the implementation of innovative sales channels and processes in the automotive industry. Which success factors decide about innovative sales channels and how can we implement these channels in the automotive industry today? How have roles and responsibilities to change in order to meet the dramatically modified consumer behaviour? Which tools really work: virtual showroom, internet sales, mobile devices for the configuration, product genius?

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Vertriebskanäle der zukunft

  1. 1. Vertriebskanäle der Zukunft Erfolgsfaktoren in der Automobilbranche Thomas Dmoch
  2. 2. Copyright © 2013 NTT DATA Corporation 2 Das traditionelle Autohaus ist tot.
  3. 3. 3 Social Media geben der Stimme des Konsumenten Gewicht.
  4. 4. 4 Interaktiver Prozess der Kaufentscheidung Der Einflußder HändleraufdieKaufentscheidungschwindet. Klassischer Prozess der Kaufentscheidung KAUF Viele Marken Weniger Auswahl Kauferwägung Markenvergleich Gebrauch Fürsprecher Markenbindung Kegelbahn: Der saubere Wurf! Flipper-Automat: Die Kugel im Spiel halten! Quelle: Edelman, D.C. (2007), “From the periphery to the core”, in: Journal of Advertising Research, 47, p. 130-134. KAUF
  5. 5. Copyright © 2013 NTT DATA Corporation 5 Der veränderte Kaufentscheidungsprozess erfordert spezifische Formate. Kauferwägung Kauf After Sales Statisch Händler-Vollbetrieb Vallet Parking Airport ServiceGebrauchtwagenzentrumProbefahrtzentrum Brand Store Auslieferung-Center Direktannahme Brand Lands BoutiqueShop-in-Shop Service OnlyPop-up Store Sales Only Mobil PannenhilfeMobile VerkäuferMobile Probefahrten Online-Diagnose und Reparatur Brand Truck Car Sharing Virtuell Gebrauchtwagen-Börse Hersteller-Website Internet-Verkauf von NW Internet-Verkauf von Teilen Customer Interaction Center (Fleet) Customer Online Portal (Single Sign-on, Concierge Service) Händler-Website Aufbauhersteller-Portal für Nutzfahrzeuge Mobilitätsportale Social Media Social Media Mobilitätsportale Händler-Vollbetrieb Internet-Verkauf von NW Mobilitätsportale Mobilitätsportale
  6. 6. Copyright © 2013 NTT DATA Corporation 6 Technologie und Sozio-Demographie verändern die Bedürfnisse der Kunden in Bezug auf die Formate. Quelle: NTT DATA Automotive Retail Study, 2013
  7. 7. Copyright © 2013 NTT DATA Corporation 7 Internet-Verkauf von NW: 20% würden online kaufen.
  8. 8. Copyright © 2013 NTT DATA Corporation 8 Internet-Verkauf von NW: Relevante Inhalte entscheiden.
  9. 9. Copyright © 2013 NTT DATA Corporation 9 Internet-Verkauf von Neuwagen: 5 Erfolgsfaktoren. Quelle: NTT DATA Automotive Retail Study, 2013
  10. 10. Copyright © 2013 NTT DATA Corporation 10 Händler-Vollbetrieb: 4 Erfolgsfaktoren, um der Individualisierung der Kunden gerecht zu werden. Quelle: NTT DATA Automotive Retail Study, 2013
  11. 11. Copyright © 2013 NTT DATA Corporation 11 Händler-Vollbetrieb: 5 Erfolgsfaktoren, um der Erlebnisorientierung der Kunden gerecht zu werden. Quelle: NTT DATA Automotive Retail Study, 2013
  12. 12. Copyright © 2013 NTT DATA Corporation 12 Mobilitätsportale: Das Auto ist kein Statusobjekt mehr. Junge Leute verzichten eher auf ihr Auto als auf ihr iPhone.
  13. 13. Copyright © 2013 NTT DATA Corporation 13 Mobilitätsportale: Automarken werden Dienstleister. Quelle: Bundesverband CarSharing
  14. 14. Copyright © 2013 NTT DATA Corporation 14 Ausblick: Die Automobilbranche ist gegenüber dem hoch informierten Kunden im Rückstand. These 1 Automobilhändler verlieren die Kontrolle über den Verkaufsprozess. These 2 Automobilhersteller werden zu Dienstleistungsmarken. These 3 Daten sind das Öl des 21. Jahrhunderts.
  15. 15. Dr. Thomas Dmoch T (mobile): +49 174-1720028 E (Home): Thomas.Dmoch@Web.de Internet: www.dmoch.info

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