Marketing Cloud Excellence

About company

Inchcape is the global distribution and retail leader in the premium and luxury automotive sectors. They are present in 29 national markets and operate as a key strategic partner to the world’s foremost premium and luxury car brands for whom we provide an effective, well-financed and customer centered route to market for vehicles and parts.
They operate across every link of the post-factory automotive value chain for their OEM partners, providing a highly  efficient, customer-focused route to market that delivers shared rewards at every stage.
Their vision is to be the world’s most trusted automotive distributor and retailer.

Business challenge

Inchcape wants to give their customers a new customer-centric experience in all the different sales stages:

  • Pre-sales
  • Sales
  • After-Sales

As from the lead nurturing stage a customer will receive a tailored journey while he is waiting for the delivery of their new car.

Main challenges:

  • Achieve a market share of 3.5 % in a stable market
  • Increase Toyota brand consideration from 12% to 16%
  • Improve Toyota Brand Equity
  • Create an integrated earned and media strategy with SFMC strategy and execution

Approach & Services

Inchcape partnered with BRIGHTFOX, leveraging its deep Salesforce expertise and operating model approach, to aggregate legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP). By leveraging Marketing Service, Inchcape (Toyota Belgium) is using the UCP to connect into all aspects of the customer experience - from test drives to online service requests and dealership communication - enabling marketers to personalize offers and incentives in real-time.

BRIGHTFOX was responsible for:

  • Business analysis – capturing journey requirements via workshops
  • Design & Implementation of Salesforce Marketing Cloud journeys
  • Data transformations (In and Out) between the CRM and the Marketing Cloud platform
  • Integration between different enterprise applications
  • Implementation of a Custom Subscription Center
  • Training
  • Ongoing Support and campaign/journey design and execution.

Toyota is setting new industry standards as a customer connected company. Marketers can now curate seamless, connected customer experiences that drive long-term customer loyalty. Inchcape now has a dedicated Salesforce Center of Excellence team that is prioritizing the projects suggested in the roadmap. In addition, BRIGHTFOX recently set-up some customer journeys for the new Corolla model and some test drive engagement tracks. The campaign included a multi-step lead nurturing journey that uses persona based communication strategies to qualify leads.

BRIGHTFOX, together with their sister agency Invisible Puppy, took on the full CRM agency role, from strategy through to creative, campaign build and deployment. The campaign was delivered on the client’s Salesforce Marketing Cloud platform, with extensive use of Content Builder and Journey Builder (Automation Builder). The qualified leads were then passed to local dealers for follow-up, along with a supplemented customer profile data that allowed the Sales Team to engage with customers on a more personal level. The campaign achieved above the industry averages for Open and Click Through Rates.

Product solutions

  • Marketing Cloud (B2C / Exact Target)
  • Dataloader


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