MODERN LUXURY
Our delegates arrived as members of a sales team. They left as custodians of one of the most exclusive luxury brand experiences in the world.
IT'S NOT ABOUT THE COFFEE
When you walk into a Starbucks, you are not simply looking for a great cup of coffee. You are buying a memorable, sensory experience.
How we experience the world’s most successful coffee retailer, from the sights and sounds to the distinctive aromas, informs the kind of experience we are about to have.
This is true for coffee, and it is true for luxury vehicles. Over the past five years, the experience economy has challenged traditional notions of luxury and brought to the fore the growing importance of immersive and emotionally engaging customer experiences. It is not what I drive. It is how what I drive makes me feel.
Anchored in the distinctive Starbucks brand experience, we crafted a personalised immersive experience to demonstrate how, in the new experience economy, brand loyalty is not built on the products we sell. It is built on the emotive experiences we create.
THE PERFORMANCE CHALLENGE
“We are in the desirability business.”
- Richard Gouverneur
Position JLRSA at the forefront of the modern luxury revolution by inspiring 123 sales leaders to reimagine what it means to show up as ultimate luxury brand ambassadors.
Move from selling luxury vehicles to creating unforgettable experiences in which every interaction is infused with excitement, anticipation, delight and connection.
THE ASK
Jaguar Land Rover’s new global strategy, Reimagine, encompasses a sustainability-rich reimagination of modern luxury, distinctive customer experiences and positive societal impact.
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Understand #ModernLuxury and the experience economy.
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Bring #ModernLuxury to life in their dealerships through seven unique brand codes: curation, future-facing, effortless, engaging, reductive, global citizen and unique.
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Deeply understand their customers and their lifestyles by immersing them in a fully curated experience that offered a tangible glimpse of what #ModernLuxury looks and feels like.
THE SOLVE
To understand how JLRSA’s customers experience the brand, we deployed six mystery shoppers to 14 dealerships across the country to assess the current customer experience against six predefined touchpoints.
Armed with these insights, we invited delegates to a full day luxury immersive experience. We shared the findings from the mystery shopper research and engaged JLRSA’s brand ambassadors in the challenges and opportunities of the experience economy, and what it truly means to show up not as a sales team, but as modern luxury brand ambassadors.
WE CHANGED THEM.
THEY LIKED IT.
IT’S NOT REAL IF IT’S NOT ON SOCIAL MEDIA
25 534
Instagram
unique accounts
368 335
Instagram
impressions
1 706
Views of the It's Not About
the Coffee video clip
187
#Ussies
OUR IMPACT
Our delegates arrived as members of a sales team.
They left as trusted custodians of one of the most exclusive luxury brand experiences in the world, fully committed to creating unforgettable, emotionally compelling experiences at every customer touchpoint.
This is not just a new strategy. It is a mindset shift.
Because modern luxury is no longer a preference.
It is a prerequisite.