Jaguar Oil Service Campaign

Jaguar holds data centrally for older vehicles in their range – in this case for S-TYPEand XD-TYPE customers. One of the challenges faced in the aftersales market is that customers of 3+ years tend to go to an IMT rather than a franchised dealership. 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. Palmer Hargreaves developed the proposition and look & feel, and implemented the campaign, which consisted of both DM and eDM activity as well as a bespoke web page and PPC.

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 just a small number of people requesting removal from the database – this shows that the data is good quality.

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