Brief and Formats for Part 3, Part 4 and Part 5
Project Work
New Service Development in Automotive Retailing
Emilio Bellini and Chiara Cicenia

2
Part 1 - Analysis of Successful Cases in Retail Innovation: Learning from the Past and Present
Contents:
State of the Art: boundaries of retail innovation
- New/Emergent Meanings in retail/shopping experience
- New/Emergent Technologies for retail services
- New Configurations of Customer Journey in Retail/shopping
Part 2- Analysis of Innovation Context in Automotive Retailing
Contents:
- Distance between Automotive Retail and State of the Art in Retail Innovation
- Comparative Analysis between Different Automotive Brands
Part 3 - New Service Development in Automotive retailing: The Concept Statement
Part 4 - New Service Development in Automotive retailing: Visualizing the Concept
Part 5 - New Service development in Automotive Retailing: The Business Model

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Summary
• Brief
• Activities
• Format and Templates
3

Problem setting “Multicultural Young Customers and the new Meaning of Automotive Retailing ”
• Multicultural Young Customers can be defined as young people born from 1980 to 1995, with a deep experience in foreign countries and cultures (e.g. intensive social network activities with stranger friends, spending frequent periods abroad, work’s experience abroad, student’s experience abroad exploiting public programs for training and education like Erasmus) and a deep involvement in global brands and retail experiences
• Multicultural Young Customers will be the “2015-2025” future visitors of retail stores and users of cars and different modes of transport. Their expectations, behaviour and retail experiences will be very different from current consumers
• For the Multicultural Young Consumers the “meaning” of the “product” car/modes of transport and the meaning of the “service” visit/interaction with retail stores will be very different
• In their infancy (in their own countries) and in the present (from 2007 and 2012) they are exploring new languages and new sensemaking experiences through several “cultural sources”:
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The evolution of religious behaviours
The evolution of social models and traditional values
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The evolution of the family and of sexual behavoiurs
The evolution of economic models
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The evolution of new media (Internet, social networks, mobile phones)
The evolution of art, music, literature, poetry
… many others that You can identify
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© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala Objectives
• Your Goal is to develop the Concept for a New Service for the Automotive Retailing in
2012-2020.
• This New Service (that could implies a new Business Model) primarily aims at involving in
Automotive Retailing the Young Customers, especially Multicultural Young Customers
• This New Service could be implemented by a single Dealer of Fiat Group Automobiles
Dealer Network. Each Group can focus the specific relationships between the New
Service and the Brand values of different Fiat Group Automobiles Brands/Models (e.g. the same that You analized in the Part 2)
• The Concept could implement new functions/technologies and/or new meanings/languages for the Automotive Retailing (please pay attention to the automotive retailing “service”, NOT TO THE CAR “PRODUCT”)
• The Concept could identify New Interpreters and/or Lead Users for the innovation of the
Automotive Retailing for Multicultural Young Customers (MYCs):
 Interpreters (e.g. singers, novelists, artists, politicians) of “relevant languages/worlds” where MYCs are living relevant experiences to a certain distance from the automotive retailing; but, in the future these current experiences could be the basis of new meanings in the visit/shop in a car dealership
 Lead Users acting in fields adjacent to the Automotive Retailing that are developing new solutions that can be easily moved into Automotive Retailing
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© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Summary
• Brief
• Activities
• Format and Templates
6

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Activities
• Innovation Strategy: Unifying Dynamic Logic resulting from Part 1 and Part 2:
 Strategic Analysis

• Analysis of RED and Technological Megatrends for Automotive Retailing (e.g. emerging technologies and solutions for retail)
• Analysis of Interpreters (Socio Cultural Evolution and Relevant Context of Life for
Young Multicultural Customers)
• Analysis of Fiat Group Automobiles Strategic Vision (Brands, Models, Meanings,
Technologies- e.g. Spark Brand Vision-)
Creative Envisioning
• IDEAS to innovate Umpleasant Touch Points in Automotive Retailing
• IDEAS to innovate Technlogies-Functions in Automotive Retailing Services
• IDEAS to innovate Languages-Meanings in Automotive Retailing Services
• IDEAS to innovate Customer Journey in Automotive Retailing Services
• IDEAS to Exploit Fiat Group Automobiles Vision
• Concept Development: From Idea to the Concept
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Concept Statement
Storyboard
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Envisioning
Business Model
 Feasibility
7

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Summary
• Brief
• Activities
• Format and Templates
8

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Format and Templates
• Format Part 3
 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing”
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
Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers”
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”
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
Format 3.4. “Product Innovation Charter”
Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity
• Format Part 4
 Format 4.1. “The New Customer Journey”
 Format 4.2. “Interactive Storyboard of the New Service”
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
Format 4.3. “Pay Off and Visual for Advertising Campaign”
Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5
 Format 5.1. “Business Model” ( based on choice of single Groups)
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
Format 5.2. “Technical Feasibility ( based on choice of single Groups)
Format 5.3. Rough Draft of Financial Sustainability ( based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
9

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Format and Templates
• Format Part 3
 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing”


Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers”
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”


Format 3.4. “Product Innovation Charter”
Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity
• Format Part 4
 Format 4.1. “The New Customer Journey”
 Format 4.2. “Interactive Storyboard of the New Service”


Format 4.3. “Pay Off and Visual for Advertising Campaign”
Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5
 Format 5.1. “Business Model” ( based on choice of single Groups)


Format 5.2. “Technical Feasibility ( based on choice of single Groups)
Format 5.3. Rough Draft of Financial Sustainability ( based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
10

Format 3.1. “Interpreters and Evolution of Socio-Cultural
Models and Automotive Retailing” 1/2
Description of the Cultural
Context
•
...
•
...
•
...
Relevant
Technological
Trends impacting on Automotive
Retailing •
•
...
•
...
...
Relevant Socio-
Cultural Trends impacting on
Automotive
Retailing
Interpreters of
Emerging
Socio-Cultural
Trends
•
•
...
•
...
...
•
•
...
•
...
...

Format 3.2. “Interpreters and the Relevant Context of Life for
Multicultural Young Customers” 1/2
The Relevant
Context of Life for
Multicultural Young
Consumers
(Emerging
Languages)
•
...
•
...
•
...
Emerging
Languages and
Key Words from
The Relevant
Context of Life for
Multicultural
Young
Consumers
•
...
•
...
•
...

Format 3.2. “Interpreters and the Relevant Context of Life for Multicultural Young Customers” 2/2
Interpreters for
The Relevant
Context of Life for
Multicultural Young
Consumers
(Roles and Names if possible)
•
...
•
...
•
...
Impact on Touch
Points
•
...
•
...
•
...

Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”
Current Meaning of
Automotive retailing for Multicultural
Young Consumers
(
•
...
•
...
•
...
The Unpleasant
Touch Points for
Multicultural
Customer Journey
(Description)
The Unpleasant
Touch Points for
Multicultural
Customer Journey
(Visual)

Format 3.4. The Product Innovation Charter
Background
Key Ideas from the situation analysis. Strategic Orientation and
Context of the Project Work
Focus
At least one clear technology dimension and one meaning dimension.
Theu Match and have good potential
Figure 3.4
Goals-Objectives
What the project will accomplish, either short term as objectives or longer-term a goals. Evaluation Measurements
Guidelines
Any "rules of the road," requirements imposed by the situation.
Innovativeness, order of market entry, time/quality/cost, miscellaneous.
3-15

Tools
How?
Outputs
What?
Technologies
Languages
Functions
Messages
Interaction
Why?
Performances
Meanings
NEEDS of
Customers and Users,

Format 3.5. - Concept Statement
• Consumer Insight
 Open Problems, Socio-cultural Models, Needs, Contexts
• Benefit
 Promises for “problem solving”
• Reason Why
 Justifying Promises
• Key Elements
 Functions-Messages, Performaces-Meanings
• Wrap Up
 Claim/pay off
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Format 3.5. “Concept Integrity”
Strategic Goals
Customer
Needs and Behaviours
Strategic stakeholders
Time to Market
Costs
Quality
Requirements
Technologies-Function-Performances
Languages-Messages-Meanings
18

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Format and Templates
• Format Part 3
 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing”


Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers”
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”


Format 3.4. “Product Innovation Charter”
Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity
• Format Part 4
 Format 4.1. “The New Customer Journey”
 Format 4.2. “Interactive Storyboard of the New Service”


Format 4.3. “Pay Off and Visual for Advertising Campaign”
Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5
 Format 5.1. “Business Model” ( based on choice of single Groups)


Format 5.2. “Technical Feasibility ( based on choice of single Groups)
Format 5.3. Rough Draft of Financial Sustainability ( based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
19

Format 4.1. – Example of Customer Journey : “Touch Points” and “Moments of Truth”
Identifying
Welcoming
Impact of External faetures
Salesman behaviours
Atmosphere
Asking
Waiting
Competences
Displaying Appeal
First Evaluation
Range
Portfolio
Prices
Testing
Paying, Exit, Post-Sale
Emotion
Evaluation
Education
Honesty
Loyalty
After-Sales Assistance

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Format 4.n. Other Visual Tools based on choice of single Groups: Example “Moodboard”
• To provide a creative and suggestive visual description of the overall mood of the case, highlighting the qualities of environment and interaction
• A mosaic of pictures, describing the solution by depicting the atmosphere, the interaction, the environment, and the specific “taste” of it
• Pictures have to describe the places, the persons and the artefacts of the solution

Useless Part
( No Value for the
Customer )
Useful Part
( Recognized Value )
Customers Expectations Offered Functions
Customers
Needs
The
Product-Service
Missing Part
( Missing Value )
Tratto da: Marco Raimondi “Marketing del prodotto-servizio” - Ed. Hoepli, 2005

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© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Format and Templates
• Format Part 3
 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing”


Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers”
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”


Format 3.4. “Product Innovation Charter”
Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity
• Format Part 4
 Format 4.1. “The New Customer Journey”
 Format 4.2. “Interactive Storyboard of the New Service”


Format 4.3. “Pay Off and Visual for Advertising Campaign”
Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5
 Format 5.1. “Business Model” ( based on choice of single Groups)


Format 5.2. “Technical Feasibility ( based on choice of single Groups)
Format 5.3. Rough Draft of Financial Sustainability ( based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
25

Format 5.n. Free Choice
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
26

© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Format and Templates
• Format Part 3
 Format 3.1. “Interpreters and Evolution of Technologies and Socio-Cultural Models and
Automotive Retailing”


Format 3.2. “Interpreters and Relevant Context of Life for Multicultural Young Customers”
Format 3.3. “The Current Meaning of Automotive Retailing: the Unpleasant Touch Points”


Format 3.4. “Product Innovation Charter”
Format 3.5. “Design Driven Concept ” and/or “Concept Statement” and/or “Concept
Integrity
• Format Part 4
 Format 4.1. “The New Customer Journey”
 Format 4.2. “Interactive Storyboard of the New Service”


Format 4.3. “Pay Off and Visual for Advertising Campaign”
Format 4.n. Other Visual Tools based on choice of single Groups (e.g. Moodboard, Video)
• Format Part 5
 Format 5.1. “Business Model” ( based on choice of single Groups)


Format 5.2. “Technical Feasibility ( based on choice of single Groups)
Format 5.3. Rough Draft of Financial Sustainability ( based on choice of single Groups)
• Format 0.0 Idea Description for Brainstorming
27

Name and Surname, Group N.
Title
…
Visualization Short description
• …
The Meaning (Why the idea is interesting)
• …
1
28 1

Format 0.0 Idea Description:
Name and Surname, Group N.
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Title
…
Visualization Short description
• …
The Meaning (Why the idea is interesting)
• …
1
29 1

Format 0.0 Idea Description:
Name and Surname, Group N.
© 2011 Business Innovation Claudio Dell'Era and Alessandro Sala
Title
…
Visualization Short description
• …
The Meaning (Why the idea is interesting)
• …
1
30 1