{"id":751,"date":"2017-12-11T10:00:12","date_gmt":"2017-12-11T09:00:12","guid":{"rendered":"https:\/\/www.koniqa.com\/experience-maker-il-brand-e-il-vantaggio-cumulativo\/"},"modified":"2019-06-01T23:38:54","modified_gmt":"2019-06-01T21:38:54","slug":"experience-maker-il-brand-e-il-vantaggio-cumulativo","status":"publish","type":"post","link":"https:\/\/www.koniqa.com\/en\/experience-maker-il-brand-e-il-vantaggio-cumulativo\/","title":{"rendered":"EXPERIENCE MAKERS: THE BRAND AND THE CUMULATIVE ADVANTAGE"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">The multiplication of available options helps neither consumers nor brands. This contradicts a widespread belief among Marketing gurus, who strive to come up with additional options.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Several behavioural studies support the intriguing theory according to which a competitive advantage will compound over time into a cumulative advantage.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Reiteration and automation are considered as the essential ingredients of the \u201ccumulative advantage\u201d<\/b>: the level of performance can be maintained over time by offering clients the option which is not only the best but also the easiest.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>In other words, choosing the market leader is the easy thing to do<\/b>. A repeat purchase is one of the easiest actions to take.<\/span><\/p>\n<p class=\"p3\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-278 img-responsive img-shadow\" src=\"http:\/\/koniqa.com\/wp-content\/uploads\/2017\/12\/IMAGE-1-Il-Brand.jpg\" alt=\"\" width=\"980\" height=\"580\" srcset=\"https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/IMAGE-1-Il-Brand.jpg 980w, https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/IMAGE-1-Il-Brand-300x178.jpg 300w, https:\/\/www.koniqa.com\/wp-content\/uploads\/2017\/12\/IMAGE-1-Il-Brand-768x455.jpg 768w\" sizes=\"(max-width: 980px) 100vw, 980px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">A very good illustration of the challenges Brands are facing is given by <b>Lennard Pal \u2013 Head of Online Sales Vehicles at BMW<\/b> \u2013 who has led an exercise of extreme rationalisation of the online purchase process.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><span style=\"font-weight: 400;\">He explains how <strong>even in luxury domains more than 50% of online buyers\u2019 behaviour is dictated by\u00a0\u2018convenience\u2019<\/strong><\/span>. For BMW the challenge is to make it easy to place an order, having to choose among 40 models, customisable in more than 4 million versions! And to do so, while integrating the digital process with the in-store inventory, so as to have access to the real-time availability of the customised vehicle\u2026.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The multiplication of available options helps neither consumers nor brands. This contradicts a widespread belief among Marketing gurus, who strive to come up with additional options. Several behavioural studies support the intriguing theory according to which a competitive advantage will compound over time into a cumulative advantage. Reiteration and automation are considered as the essential [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/www.koniqa.com\/en\/experience-maker-il-brand-e-il-vantaggio-cumulativo\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":674,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"_links":{"self":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/751\/"}],"collection":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/users\/1\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/comments\/?post=751"}],"version-history":[{"count":3,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/751\/revisions\/"}],"predecessor-version":[{"id":803,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/posts\/751\/revisions\/803\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/media\/674\/"}],"wp:attachment":[{"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/media\/?parent=751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/categories\/?post=751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.koniqa.com\/en\/wp-json\/wp\/v2\/tags\/?post=751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}