Sytner, the UK’s largest car retail group established its Car Supermarket division in 2018 by purchasing CarShop and The Car People retail chains.
They asked AUK to assess the strengths of each brand and which would perform best in the future given the evolving needs of car buying consumers.
We conducted some essential quantitative and qualitative brand research, covering everything from staff and customer perceptions, to the strength of the brand assets, customer experience and media reach. Plus the penetration of both brands in their respective geographic store locations.
Following this research, we carefully distilled our findings into a clear and actionable strategic brand recommendation. CarShop’s new proposition advocated delivering ‘simplicity at every touchpoint’, which acted as a guiding light for their entire digital transformation strategy.