Jaguar Land Rover is one of the world’s premier
automotive manufacturers, with a strong portfolio of
luxury vehicles – from sports saloons and cars through
to 4x4’s and utility vehicles. The sales of genuine
accessories and dealer servicing are an important part of
their overall revenue and specific aftersales activity needs
to be implemented.
What was the challenge?
To incentivise staff globally at the National Sales
Companies (NSC) and their customer facing staff within
the dealer network to sell more accessories at point of
purchase as well as encouraging the completion of longer
term marketing activities to ensure that accessories were
always front of mind for both staff and customers.
What was the connection?
We implemented a web-based incentive programme
which allowed for changes or result uploads to be
viewed in real time. The website included traditional
monthly sales targets and ‘bonus’ activities for staff to
complete based around tactical marketing initiatives
and implementation of ‘best practice’ activities among
employees, which contributed to dealer’s overall position
in the ‘race’. Prizes were awarded to the top 3 performers
each month, with a further prize awarded to the overall
best performing site once the race had finished.
What were the results?
As well as being nominated for a B2B Marketing Award 2011 - this campaign delivered £18 of revenue for every £1 spent.
“For a relatively small investment this programme
has generated outstanding results both tactically and
strategically. It is simple to implement and run, and is
now an established part of our marketing plan.”
Regional Manager, Middle East Region