Edit has delivered best-in-class CRM for one of the world’s most loved premium automotive brands.
Using our bespoke ‘Infinity platform’ we generated hyper-personalised, real-time customer engagement. We combined cutting-edge marketing technology with intelligent data solutions to achieve award-winning results, such as our DMA Gold-winning ‘Signal Pack’ that generated a return on investment of 49:1.
The client
Jaguar Land Rover came to Edit back in 2009 when they initially needed support in data processing. This soon developed into a strong relationship and over the next 13 years, Edit has come to provide a wide range of services for the brand, focused on marketing technology, data science, strategic and customer journey planning, and media communications to deliver hyper-personalised and measurable customer centric experiences and communications.
Our mission is to convert and nurture relationships, helping Jaguar Land Rover to unlock the potential of their first party data.
We do this by ‘connecting’ Jaguar Land Rover to their customers through:
Our mission is to convert and nurture relationships, helping Jaguar Land Rover to unlock the potential of their first party data.
We do this by ‘connecting’ Jaguar Land Rover to their customers through:
- Technology enablement
- Enriching data
- Identification of actionable insights
- Personalisation of communications and experiences
- On-going measurement and journey optimisation
The challenge
How do you optimise test drive uptakes for a time-poor, digitally-bombarded audience in a post-GDPR world?
Our target audience were practical, resourceful, 40-plus year-olds, who lead active outdoor lives. Their vehicle must empower them to go anywhere and do anything. We needed to show that the new Defender was not just “Waitrose car park”, it was still rugged off-road.
We targeted ‘warm’ prospects who were interested in the new Defender but hadn’t taken a test drive, identifying them through visits to the Land Rover website, requests to be kept informed or from retailer leads. They were invited to a Land Rover Experience (LRE) day to try the new Defender in its natural off-road environment. Our invitation communications-built anticipation and excitement and made the process of attending simple.
When we were asked how we could supercharge test drive requests for a premium new model, we knew we had to do something different.
The approach
We combined cutting edge RFID technology with pioneering profiling to re-invent direct mail for the digital age. That’s how our DMA Gold-winning Button Pack, Signal was born.
The Signal Pack was the world’s first use of WND Network and Sigfox technology within direct mail. With a single push of a replica start button in the pack, the recipient was able to book a test drive.
The radio transmission technology allowed us to connect the ignition button to our CRM system that, in turn, delivered the test drive request to the recipient’s local dealer. This triggered an SMS and email to the recipient confirming the booking and that the retailer would be in touch. All this happened in real-time, in a GDPR-compliant manner that required no sign-up, pre-interaction, Bluetooth, tethering, or Wi-Fi connection.
A QR code and fall back URL enabled each customer to seamlessly navigate to the booking form; first to choose from one of nine experience locations across the country, followed by time and date availability.
To help convert customers to purchase, integrated systems would – upon customer attendance – create and share a lead with a customer’s local retailer for follow-up; a brief audience bio helping them understand how each prospect had been qualified.
Customers would then be called within two hours of attending the event to talk about their experience and next steps.
The results
The mailpack invite enticed 1,096 customers to attend a Land Rover Experience Day – a 22% response rate, at a cost-effective £1.88 per pack (plus driving experience cost).
Eventually, 985 hot prospects attended, a rate of 89%. Customers said it had changed their perception of New Defender and helped them understand the vehicle and its features.
Leads were passed to each customer’s local Land Rover retailer to follow up the experience with conversion, resulting in 147 car sales.
This was seven times the sales target, generating an ROI of 49:1.
Customers who attended Land Rover Experience Days told us it had changed their perceptions and they loved it. In the words of some of the LRE day attendees:
89%
attendance rate
22%
increase in response rate
147
models sold
