Close Brothers Motor Finance wants to stay ahead of a fast changing car finance industry. Car buying journeys have become less linear than traditional models. The Close Brothers insight team wanted to engage its Exco in these new routes to market. It wanted to help them make strategic decisions about which routes it should (and shouldn’t) be targeting.
Shed used insight synthesis to distil 22 different sources – sales data, customer research, white papers and mystery shopping – into a simple story. We made it purposefully simple so we could focus on the big themes and the bigger picture, without getting into detail and turning our audience off.
We used Brent Dyke’s narrative arc to tell this simple story:
- The market is changing rapidly (our hook)
- Customer car buying routes are complex for several reasons (building insights)
- However, there are only a certain number of routes to finance (aha moment)
- To deliver in each route CBMF needs to do X, Y, Z (next steps)
We weren’t afraid to make estimates and assumptions on the size (% and £) of different parts of the market using incomplete information. This enabled to us to tell a complete and coherent commercial story. And it put us in a strong position to have ask big questions of Close Brothers’ Exco and to really drive strategic decision making.
You can hear all about our project and the outcome in an AURA webinar from Sept 2024, In The Right Ballpark.
