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.
One of the challenges faced in the aftersales market is that customers of 3+ years tend to go to an independent garage rather than a franchised dealership. Jaguar holds data centrally for older vehicles in their range – in this case for S-TYPE and X-TYPE customers. However the data needed to be cleansed and the in-house CRM system tested.
The aim of this campaign was to test both the reliability of the in-house Jaguar CRM system and the quality of the data it contained. This will then form the basis of future campaigns aimed at lapsed customers to drive them back to the dealership.
Palmer Hargreaves developed the proposition and look & feel, and implemented the campaign at various touchpoints. This consisted of both DM and eDM activity as well as a bespoke web page and PPC campaign. The essence of the campaign was that Jaguars are special cars which deserve a specialist approach that you can only get by taking your car to Jaguar Approved Service Centres.
Following low opt-out rates and high clickthroughs, we now know that there are more than 30,000 S-TYPE and X-TYPE owners in the UK who are open to receiving marketing communications from Jaguar. The campaign saw a low amount of ‘undelivereds’ for DM and eDM and 1 in 5 moved from the ’interest stage’ to the ‘action stage’ - i.e. clicking to purchase. This shows that the data is good quality. In fact, the eDM opening rates were twice the industry standard.
We also reestablished the relationship between customers and the dealer network with 100% of dealers being aware of the campaign.
New direct marketing opportunities with over 30,000 S-Type owners