Delivering global Modern Luxury training for JLR’s brand repositioning
Client
JLR
Sector
Automotive
Retail
Channel
Services
Events and experiences
Dealer and partner marketing services
Content creation
Their challenge
Following its repositioning to ‘Purveyors of Modern Luxury’, JLR needed to change the way its 40,000 retail colleagues interacted with clients.
The brief
Get JLR’s 40,000 retail colleagues to deliver a luxury client experience aligned with the brand repositioning.
Our solution
A complete transformation of training activities to assist the rollout of the repositioning. We launched a series of physical and digital interactive training experiences, from bespoke video content and gamification to hands-on luxury activities, ‘train the trainer’ events and out-of-industry guest speakers – all rolled out globally.
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trainers immersed in phase one
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Interactive tools rolled out in 12 languages
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unique luxury immersion tools created
The results
Trainers from around the world were immersed in the programme. Each was trained on how to use each of the tools we’d created, enabling them to rollout the programme across their territories.
The event itself was a huge success. Not only did we get some great feedback from our colleagues, but the event really challenged our global teams to look at training in a new way. The step change in this event has had a positive knock-on effect to other training materials developed across the curriculum. Our market teams really valued the insights, and the training techniques shared with them to support the strategy. Our thanks go to the team at Blueprint Partners!JLR