Ms. Wong clearly brought with her a keen understanding of consumer behavior, albeit something that she honed while at Nestle. Selling a car and selling a chocolate drink, she explains, share more interesting commonalities than we realize – a lot of which are worked out inside the consumer’s minds. “But buying a car is a long-drawn out decision. The customer himself may not even realize the factors that have accrued over time and finally brought him to the point where he drives the car out of the showroom.
“What we do is to give them information to make a better decision. It may not be straightforward advertising, but planting key information that a customer can accumulate and use as he goes through multiple consumer touch points.” It may be subtly worked into a lifestyle scenario, such as taking the family out on a weekend to Sentosa, or a girlfriend to a fancy dinner, where the need for the right vehicle – a hatchback or a sedan – can be suggested. “When we do advertising, when we do communication, we try to put them in the right spots.”
Since she came on board in the latter part of 2017, Ms. Wong has been busy trying to “digitalize the whole (customer) journey and opening up a lot of conversations. And I’m proud to say that Borneo Motors is now at the forefront in this area”.