This paper demonstrates how AutoTrader, the UK, and Ireland's largest digital automotive marketplace, and Join the Dots used consumer needs to build a framework for digital excellence from the bottom up. In doing so, we:
1. Transformed an existing primary research approach to drive far greater value;
2. Transformed the thinking of the company and its customers in the area of digital retail.
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Author: Daranee Charoen-Rajapark
November 1, 2000