eDealer Research

1
Bricks, Clicks and Customers
January, 2002 Middlebury College Presented
by Wing Pepper, Vice President Modem Media
2
GM has lots of brands.
3
GM has lots of consumers.

• Products and services
• 70 million current vehicle owners
• 8 million new owners each year
• 8 million vehicle loans
• 10 million GM card holders
• 1.7 residential mortgages
• Millions of insurance policy holders
• 8 million DirecTV subscribers
• Partners and alliances
• 7700 dealers and 3000 direct suppliers (US)
• 50 million alliance partner subscribers and
  visitors

4
GM is losing share - offline and online
AIU of Market
GM Retail Share
GM Online Share
Sources JD Power, GM internal market share data
5
Changed consumer behavior
Own
Learn
Consumer Moves back forth between offline
and online
Buy
Shop
Defections
6
In 1990, things were simple

• Optimization Measures 1990
• Retail distribution channels
• Marketing tools
• Advertising is measured by cost per impressions
• Direct mail is measured by response rates
• Incentives are measured by close rates

• Effective measures in an auto environment with
• Strong Dealer Control of the customer shopping
  process
• Heavy emphasis on Advertising and Incentives

In this environment, measurement is driven
by 1) A single moment of truth when the
customer and dealer finalize the sale 2) Brand
image, where branding is what you say and show
7
In 2001, things are complicated

• Requires new measures for a new environment
• Reduced dealer control of the customer shopping
  process
• More points of interaction with customers during
  the process
• Easier access to information for customers as
  well as GM

• Optimization Opportunities 2001 Online
• Internet-supported retail channels
• Internet as a potential Distribution Channel
• Internet Marketing Tools

In this environment, measurement should be driven
by 1) Many moments of truth - interactions
occur at multiple customer decision points 2)
Brand delivery - branding is what you do, as
well as say
8
New consumer mandates

• Hear the consumer say I have one relationship
  with you
• Address changing consumer expectations
• Channel preference is earned, not dictated