Together with Valckenier’s core team, we established the business context and challenges. After thoroughly analysing the structural trends characterising the world of mobility – both globally and regionally – and outlining the company’s own ambitions, we decided on a single-page strategy together with the Valckenier team. In other words, the company’s business reorientation was condensed into one page, with clear, to-the-point strategic focus items.
Transitioning from a product orientation to service thinking was a crucial element of this business reorientation strategy. Valckenier redefined its core business from a service-dominant logic perspective. The company expanded its service offer from selling cars, to developing integrated and mobility solutions tailor-made for customers. In doing so, they continue to aspire to local proximity both at the geographic and service level in order to safeguard and deepen their connection to the local community. At the same time, they also strengthen their proposition by sharply focusing on innovation and actively seeking out partnerships.
This new business strategy was subsequently developed and translated into a marketing communications and event strategy in close collaboration with Valckenier. We refined the ‘Valckenier story’ and brought it to life by updating its branding. Valckenier today stands for a personalised approach to a comprehensive range of mobility services, offered through many channels (omni-channel) and through an accompanying ecosystem that includes various partners. The thinking behind this all is encapsulated in its “Move with a smile” motto. In other words, get around in the way that works best for you.