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JAGUAR LAND ROVER | 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’re not just looking for a great cup of coffee. You’re 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’re about to have.


This is true for coffee, and it’s 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 experiences for customers. It’s not what I drive, it’s how what I drive makes me feel.



Anchored in the distinctive Starbucks brand experience, we crafted a personalised immersive experience to showcase how, in the new experience economy, brand loyalty is not about the products we sell. It’s the emotive experiences we create.


THE PERFORMANCE CHALLENGE


Position JLRSA at the forefront of the modern luxury revolution by inspiring 123 sales leaders to reimagine what it means to show up as the ultimate luxury brand ambassasors.


From selling luxury vehicles. To creating unforgettable experiences where every interaction is infused with excitement, anticipation, delight, and connection.


“We are in the desirability business.” - Richard Gouverneur

THE ASK


Jaguar Land Rover’s new global strategy – Reimagine – encompasses a sustainability-rich reimagination of modern luxury, unique customer experiences, and positive societal impact.

JLRSA asked The Performance Agency to assist their brand ambassadors to:

  1. Understand #ModernLuxury and the experience economy.

  2. Make #ModernLuxury come alive in their dealerships through their seven unique brand codes (curation, future-facing, effortless, engaging, reductive, global citizen and unique).

  3. Understand their customers and their customers’ lifestyles by exposing them to a fully immersive experience, giving them a glimpse into what #ModernLuxury looks and feels like.


THE SOLVE


To understand how JLRSA’s customers experience the brand, we sent six mystery shoppers to 14 dealerships around the country to assess current customer experience across six pre-defined customer touch points.


Armed with these insights, we invited our delegates to a full-day, luxury immersive experience where we shared the results of our mystery shopper research and socialised our JLRSA brand ambassadors to the challenges and opportunities of the experience economy, and what it 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



OUR IMPACT


Our delegates arrived as members of a sales team.


They left as the 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.





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